The New Zealand Breast Cancer Foundation (NZBCF) has launched a thought provoking new advertising to raise awareness of breast cancer. Two powerful images are appear in national magazines between late July and the end of September, challenging New Zealanders to consider the impact of breast cancer on themselves and others. The two advertisements depict a woman with a mastectomy scar cradling a baby and a bereaved older gentleman.
The second advertisement depicts a lonely older man who is struggling to resume normal daily life after the death of his wife.
The NZ Breast Cancer campaign was developed pro bono at agency Colenso BBDO by executive creative director Nick Worthington, creatives Lisa Fedyszyn and Jonathan McMahon, agency producer Paul Courtney, account directors Joanna Wealleans, Janelle Van Wonderen, Gemma Findlay, planner Hayley Pardoe, photographer Derek Henderson and retoucher Kevin Hyde at Imagecraft.
“2500 New Zealand women are diagnosed with breast cancer and more than 600 women die from this disease every year. We share the aim of The Foundation to try and improve these statistics and we wanted to deliver work that would inspire New Zealanders to care enough about breast cancer to act”, Colenso Managing Director Brent Smart says.
The model for the mastectomy image is a 42 year old Auckland woman, ‘Anne’ with a strong family history of breast cancer who modeled for the shoot so that other women would hear the message about breast cancer risk and the importance of early detection. The image has been altered to change her face and protect her anonymity but ‘Anne’ says that participating was a no-brainer since the breast cancer early detection message is not getting through to enough women.
Heather Shotter, Executive Trustee of the NZBCF, says that New Zealanders are waking up to what it means to have breast cancer. “Over the past twelve months I have been humbled and saddened by the number of calls and letters I get from husbands and children of women who are diagnosed with breast cancer wanting to know what they could have done to prevent their mother or wife from getting the disease. The sad truth is that we don’t know definitively what causes breast cancer but we do know how to detect it and how to treat it. Screening mammograms and early detection is a woman’s best protection against breast cancer”