Breast Cancer Now – A Love/Hate Relationship

Fear around COVID-19 was preventing women from seeking medical advice and getting their breasts checked. UK charity Breast Cancer Now asked us to create a film to mark Breast Cancer Month, with the aim of amplifying its ‘Check Them’ awareness campaign.

This called for a fresh approach, something that had never been done before and we identified an opportunity to tell the whole story, to celebrate the love/hate relationship women have always had with their breasts. We talked to woman across the UK from a diverse range of age, ethnicities and backgrounds about their experiences – they were eager to share their stories and talk openly, often for the first time.

We turned to animation to bring the stories to life; diversity and inclusion were an important consideration and the freedom of this format would enable woman of all backgrounds to identify with the content. We approached award-winning filmmaker, Anna Ginsburg to produce the film; the result charts the relationships women have with their breasts over the course of their lives and ends with the simple, yet compelling call to action: ‘Love Them. Hate Them. Check Them.’

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 enamoured by the boldness of the storytelling, whilst others felt uncomfortable with the honesty of the content, criticism shared on social that in turn drove further dialogue.

The piece logged above average click through rates for Facebook and Instagram ads, 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.