Breast Cancer Now – The Last One
Breast Cancer Now, created through the merger of Breakthrough Breast Cancer and Breast Cancer Campaign, was launched in June with an online film, “The Last One”, and a website. “The Last One” features real women with breast cancer speaking frankly about the realities of the disease which may one day take their lives. It also highlights Breast Cancer Now’s ambition that, if we all act now, breast cancer will have taken its last life by 2050. All of the women featured in the ad are real breast cancer sufferers, and each line of dialogue is their own words. The Breast Cancer Now Youtube channel features further videos in which the women and their families tell the real stories that inspired the ad.
Alex Jones is just 25, but she’s living with secondary breast cancer. She won’t be the last one to die from this devastating disease, but one day, with your help, there will be a last. Danielle White describes how her diagnosis of breast cancer affects her and her children. Rashpal Sidhu Thompson talks about how secondary breast cancer affects her and her husband. Emma Young tells us what it is like to live with secondary breast cancer, “I am going to fight this all the way.” Julie Strelley Jones describes what motivates her to keep going.
The Last One campaign was developed at RKCR/Y&R London, by executive creative director Mark Roalfe, creative directors Chris Hodgkiss and Pip Bishop, creatives Psembi Kinstan and Alice Burton, business director Anna Crabtree, agency producer Greg Hemes, assistant producer Lucy Rogers, project manager Jim Orr, and account manager Eileen Cosgrove-Moloney.
Editor was David Stevens at The Assembly Rooms with Ruth Hegarty.
Post production was done at Electric Theatre Collective by producer Lee Pavey and colourist Aubrey Woodikiss.
Sound was designed by Jack Sedgwick at Wave Studios. Music was composed at Skirmish.
Typography was by Jonathan Harper and Lee Aldridge. Photography was by Leo Maguire.
Tagged: Alice Burton, Chris Hodgkiss, Electric Theatre Collective, Leo Maguire, Mark Roalfe, Pip Bishop, Psembi Kinstan, RKCR/Y&R, Robert Wilkins, Skyrmish, Steve Annis, Stink, The Assembly Rooms, Wave Studios, Wilkins & Maguire, Y&R London