Breast Cancer Now
Project: A ‘Love/Hate’ relationship
Keeping women’s breast health in check
Breast Cancer Now, a UK-based charity, asked us to create a film to amplify its “Check Them” awareness campaign during Breast Cancer Awareness month.
01The challenge
Fear about COVID-19 was preventing women from seeking medical advice and getting their breasts checked.
02The solution
We identified an opportunity to tell a broader story and address the love/hate relationship women have always had with their breasts.
We talked to UK women of various ages, ethnicities and backgrounds about their personal breast experiences and turned to animation to bring their stories to life. With award-winning filmmaker Anna Ginsburg producing the piece, we show the relationships women have with their breasts over the course of their lives, ending with a simple, yet compelling call to action: Love Them. Hate Them. Check Them.
03The impact
Bold storytelling
Housed on the breastcancernow.org website and amplified via a social campaign, this unique, thought-provoking film drew a raft of love/hate reactions. Some were enamored by the boldness of the storytelling, while others felt uncomfortable with the honesty of the content. Criticism shared on social drove further dialogue. The film garnered above-average click-through rates on Facebook and Instagram, was selected as a “Best of the Month Staff Pick” by the Vimeo curation team and named a “Videos for Good” category nominee at the 2020 Vimeo Awards.
2021 Winner: Healthcare
2021 Winner: Film, Film Craft
2021 Winner: Production & Post-production, Health & Awareness
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