Weber Shandwick launches bold charity campaign for breast cancer awareness

A thought-provoking animation depicting the love-hate relationship women have with their breasts is at the heart of a campaign devised by Weber Shandwick's consumer marketing team for charity Breast Cancer Now.

A still from the 'love-hate relationship' animation
A still from the 'love-hate relationship' animation

The animation, by award-winning filmmaker Anna Ginsburg, is part of a new ‘Check Them’ campaign launched last week to encourage women to check themselves for possible signs of breast cancer.

It charts the relationships women have with their breasts over the course of their lives, from embarrassment as they first develop, to dealing with attention from others, breastfeeding children and getting checked and treated for breast cancer.

A still from the new animation
A still from the new animation

The campaign is encouraging all women to regularly check their breasts for new or unusual changes and to have open conversations about it with their family, friends and doctor.

It has been prompted by a recent survey commissioned by the charity showing that almost half (47 per cent) of women in Britain do not check their breasts regularly for potential signs of cancer.

A still from the new animation
A still from the new animation

Key messages include informing women of some of the signs and symptoms of breast cancer, and encouraging them to participate in NHS breast screening and see their GP with any concerns.

However, the provocative animation has prompted criticism from some breast cancer patients on social media. One, Lesley Stephen, tweeted: “I find this ad offensive and just weird. What’s the message? If it’s check your boobs EVERYONE knows that – focus on our symptoms.”

Weber Shandwick created concepts for the awareness campaign and the animation, working with the charity to develop an integrated approach across earned media, influencers and social media activity to raise awareness of the need for women to check their breasts.

Helen Bennett, London managing director at Weber Shandwick, commented: “With the ‘Love Hate Relationship’ animation, we deliberately set out to provoke conversations around our feelings towards our breasts.

“As part of the charity’s ‘Check Them’ campaign, we’re proud to be opening up this conversation and encouraging all women to Touch, Look and Check their breasts regularly.”

Weber Shandwick is also conducting a media relations campaign targeting news, health and lifestyle outlets to share and comment on the content, she added.

Manveet Basra, head of public health and wellbeing at Breast Cancer Now, said: “We strongly hope that, as part of our ‘Check Them’ campaign, the animation opens up conversations that prompt women to make regular breast-checking for any new or unusual changes a habit of a lifetime."

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