This October, for Breast Cancer Awareness month, Leo Burnett London has devised a pro bono campaign for client Breast Cancer Care – the only UK-wide charity providing care, information and support to people affected by breast cancer.
The campaign breaks on the first of October and will play out for the duration of the month. It sees Leo Burnett London partnering with Breast Cancer Care, Instagram, and Ridley Scott Associates to ignite a movement that uses the well known social media behaviour of the Boomerang to encourage people to check their breasts. This has been termed a ‘Booberang’ and can be shared throughout October on Instagram to give all women a very important reminder.
Breast cancer is the most common cancer in the UK. One in eight women will develop breast cancer in their lifetime, with nearly 62,000 people being diagnosed with breast cancer each year. The work is built on the fact that many women aren’t checking their breasts regularly, yet many make time for social media.
Because breast cancer doesn’t discriminate, Leo Burnett London is challenging the typical portrayal of a white woman with two perfectly symmetrical breasts, and using a wide variety of breasts – from uneven to augmented, pregnant to tattooed, and everything in between.
As such, a 60” ‘breast check’ film features multiple types of breasts of all shapes, sizes and skin tones and shows how to check them, in a light-hearted and educational way. The accompanying infographics will also be reflective of the wide relevance of the campaign – allowing women to choose the breast size and colour that is right for them, and share the resulting image on social media.
The film was created with an all-female cast and crew, and features presenter and influencer Laura Jackson as the voiceover. The work is designed to encourage awareness, to educate and to inspire action and has been developed with clinical experts at Breast Cancer Care.
Charlotte Prince and Loriley Sessions, Creative team at Leo Burnett London, said “As young women, it’s easy to think we’re invincible. Deep down we know checking our boobs is important, but when chatting to friends, we realised so many of us didn’t even know how. No matter your age, shape or size, we want checking to be a fun and simple part of everyday life for all women, that’s as simple as checking Instagram.”
Samia al Qadhi, Chief Executive of Breast Cancer Care added “It’s so important that women, whatever their age,feel confident about how to check their breasts and know what’s normal for them – it could save their life. This innovative, engaging campaign will help equip and empower thousands with the tools to be breast aware for life.”
Director Nova Dando added “Creating a film that’s a true celebration of what it is to be a woman, with a message that feels relevant and purposeful, is a great feeling. Social media provides the perfect voice to speak to women of all ages, and remind them in a fun but beautiful way the importance of checking our boobs.”
More information about the campaign can be found here or on Breast Cancer Care’s Instagram page. If you or someone you know would like to talk to a breast care nurse, please call the free Breast Cancer Care helpline on 0808 800 6000.
Source: Leo Burnett London