Self-examination continues to play an important role in detecting some of the early signs of breast cancer. The problem, however, is that many women still do not know what to check for when investigating their breasts for lumps. And this issue is further exacerbated by the fact that it remains a taboo to show women’s breasts in full in mainstream media. What this means is that cancer awareness societies have a very difficult job when it comes to teaching women how to search for those tell-tale signs. Quite often, they have to use metaphors or euphemisms that are miles removed from actual breasts. Well, Buenos Aires ad agency David has found a possible solution: using a man’s chest instead of a woman’s.
Browsing: breast cancer
The New Zealand Breast Cancer foundation has launched a new campaign via Colenso BBDO that features actress Geraldine Brophy displaying pictures of a series of women’s breasts to illustrate what changes are likely to take place in the event of breast cancer. The ad, which is based on a successful Scottish campaign featuring Elaine C Smith, was initially meant to run last year, but the Commercial Approvals Bureau blocked this move on account of the rule that female nipples are not allowed in television advertising. However, the Bureau has now backtracked on this decision.
In November Saatchi & Saatchi, the Breast Cancer Research Trust (BCRT) and Prodigy films met Natalie Murphy, 20 months after she was diagnosed with breast cancer. She was laid to rest in late December, one of the two New Zealand women who lose their battle against breast cancer every day, but in that time they created a very powerful—and very beautiful—film that tells her story and the story of the scientists working to find a cure by 2018. So watch the clip, check out the Facebook page, share it around and donate some cash to help them reach that goal.
Five years ago the incidence rate of breast cancer in New Zealand was one in ten. Now it’s one on nine. And, with New Zealand laying claim to one of the highest rates of breast cancer in the world, there is an urgent need to find a cure, something the Breast Cancer Cure Research Trust (BCCRT) hopes to achieve by 2018. But to reach that goal it needs some financial assistance, and Spark PHD, PHDiQ, Spark Activate and Saatchi & Saatchi have decided to take on the annual Round Taupo Relay in an effort to raise funds.
The Breast Cancer Research Trust (BCRT) certainly raised awareness with its ‘no big deal’ billboards last year. But it also raised the ire of some of those most affected by the disease. This time, however, the charity that aims to find a cure for the disease by 2018 through funding for innovative research initiatives and its agency Saatchi & Saatchi have taken a more traditional approach to putting breast cancer in the spotlight with an emotive new integrated campaign called ‘1 in 9’.