A Love/Hate Relationship

Client: Breast Cancer Now

Agency: Weber Shandwick - Anna Ginsburg (filmmaker)

Fear around COVID-19 was preventing women from getting their breasts checked. UK charity Breast Cancer Now asked us to create a film to mark Breast Cancer Awareness Month, with the aim of amplifying its ‘Check Them’ awareness campaign.

This called for a fresh approach, something that had never been done before and we identified an opportunity to tell the whole story, to celebrate the love/hate relationship women have always had with their breasts.

We talked to woman across the UK from a diverse range of backgrounds about their experiences and turned to animation to bring the stories to life - diversity and inclusion were an important consideration and the freedom of this format would enable woman of all backgrounds to identify with the content. We approached filmmaker, Anna Ginsburg to produce the piece; the result charts the relationships women have with their breasts over the course of their lives and ends with the call to action: ‘Love Them. Hate Them. Check Them.’

Amplified via social, the film drew a raft of love/hate reactions; it logged above average click through rates for Facebook and Instagram ads and was selected as a ‘Best of the Month Staff Pick’ by the Vimeo Curation Team.