Breast Cancer Care in the UK is running “Support for the woman behind the cancer”, an integrated advertising campaign using striking imagery to illustrate that behind most breast cancer diagnoses is a real woman with emotional and practical support needs. The campaign is centred around the concept of a woman emerging from a veil of medication. A video is supplemented with billboards and outdoor posters, and an opportunity for people to show their support for the woman behind the breast cancer. A pro-bono Facebook advertising campaign with Sponsored Stories is being coordinated by BLiNQ Media to reach thousands of users at facebook.com/breastcancercare. Breast Cancer Care has recruited guest bloggers to talk about their own experiences on the campaign area of the charity’s website: breastcancercare.org.uk/thewoman.
The video features a confident woman with a mastectomy scar, no hair and without her clothes standing behind a veil of medication. Through a series of shots we see the pills fall away to reveal the woman underneath. The striking concept is designed to show that when breast cancer overshadows everything, there is still a person underneath. Click on the image below to play the video in YouTube (HD)
The Woman Behind The Cancer campaign was developed at M&C Saatchi, London, by creative director Mark Goodwin, creatives Christopher Ross-Kellam and Morgane Alexandre, producers Bruce McKelvie and Sue Cooke.
Filming and photography was shot by director Julia Fullerton-Batten via Wyatt Clark & Jones, with executive producer James Gerrard-Jones, producer Susan Chedgey, and director of photography Stuart Graham.
Editor was Mark Burnett at Speade. Post production was done at The Mill, London, by VFX producer Paul Schleicher, shoot supervisor Mike Chapman, 2D lead artist Juan Brockhaus, 2D artists Jonathan Westley, David Wishart, Roisin Dunstall, Patrick Altmaier, 3D artists Amaan Akram, Dan Moore, Andy Nicholas, Tom Bolt, Sergio Xisto, Sauce Vilas, Luke Tickner, colourist Aubrey Woodiwiss, concept artists Nathan McKenna and Henrik Holmberg.