Breast Cancer Care joins forces with M&C Saatchi and The Mill

Breast Cancer Care has today (Monday 6 February 2012) unveiled its first ever major advertising campaign– ‘Support for the woman behind the cancer’. The outdoor and video advertising campaign, created by M&C Saatchi and The Mill and directed by Julia Fullerton-Battern, uses striking imagery to illustrate that behind every breast cancer diagnosis is a real woman[1] with emotional and practical support needs. 

Support for the women behind the cancerResearch by the information and support charity confirms the wide-ranging, long-lasting effects of breast cancer on women’s physical and emotional wellbeing. A survey of 427 women found that in the year after treatment, nearly all (92%) women said they needed information and advice beyond that offered by their hospital consultant, and up to five years after treatment, almost half (45%) said they still thought about their breast cancer every day and nearly two thirds (63%) said their breast cancer still negatively impacts their sex life.[2] 

The new advert raises awareness that when breast cancer overshadows everything, Breast Cancer Care is the only charity in its field dedicated to providing round-the-clock emotional and practical support to the person behind the disease – from diagnosis, through treatment and beyond. More than 48,000 people are newly diagnosed with breast cancer every year in the UK, and as incidence increases and statutory provision becomes more pressured, the services Breast Cancer Care offers are more urgently needed than ever.

M&C Saatchi has worked with Breast Cancer Care on a pro-bono basis to develop the impactful creative, and the advert will feature throughout the UK on Clear Channel billboards and outdoor advertising poster sites. Together with M&C Saatchi, The Mill, creators of award-winning video projects, have produced a captivating video featuring a woman emerging from a veil of medication, bringing to life the concept. A pro-bono Facebook advertising campaign with Sponsored Stories is being coordinated by BLiNQ Media to reach thousands of users at www.facebook.com/breastcancercare.

To bring to life the issues faced by those with a breast cancer diagnosis, Breast Cancer Care has recruited guest bloggers to talk about their own experiences on the campaign area of the charity’s website: www.breastcancercare.org.uk/thewoman. 

Erin, 32, from Milton Keynes, was diagnosed with breast cancer in 2011 and said:

'Of course it’s important to have medical treatment for breast cancer and I expected side effects, but I definitely underestimated the impact having breast cancer would have on all aspects of my life. I had children to look after, I lost my confidence and my hair and wasn’t able to work any more. 

'My medical team were great but they were busy and I didn’t want to bother them with my questions. When I heard about Breast Cancer Care it was comforting knowing there was help available – I attended one of their Younger Women’s Forums and met women who were going through the same things and I rang the Helpline with my questions and they patiently answered them. I think every woman should know that Breast Cancer Care is there to support them every step of the way.'

Samia al Qadhi Chief Executive at Breast Cancer Care said:

'We are delighted to have the support of M&C Saatchi, and all our partners, in creating an innovative advertising campaign that reaches out to the woman behind every breast cancer diagnosis. We know from supporting thousands of women that it can be all too easy to forget that the treatment of breast cancer isn’t just about a woman’s physical health. 

'The experience of breast cancer can have a long-lasting impact on all areas of a woman’s life – from gaining weight through the effects of cancer drugs or losing her hair during chemotherapy, to juggling treatment, a family and a career.  And while the focus is on treating the cancer, the distressing emotional effects can often be overlooked or sidelined.

'At Breast Cancer Care our UK-wide services are available to all women, whatever stage of treatment they’re at; in 2010 alone we had 3 million requests for support. And we know how to support the women behind the breast cancer because they’re involved in everything we do: contributing to our publications, participating in our campaigns and helping to raise money for our work.  

'Two-thirds (66%) of women who have received a breast cancer diagnosis feel that their friends and family have moved on after a year and they need our support.[3]  Breast Cancer Care’s website, online forums, Helpline, publications and information sessions are all there to help them.'

Ends

For more information please contact:

To speak to a spokesperson or case study please contact:

Laura Ellis, Press and PR Officer, Breast Cancer Care at laura.ellis@breastcancercare.org.uk

Tel: 0207 960 3505 or Sophie Howells, Press and PR Manager, Breast Cancer Care at sophie.howells@breastcancercare.org.uk Tel 020 7960 3450.

Notes to editors 

About Breast Cancer Care

Breast Cancer Care is here for anyone affected by breast cancer. We bring people together, provide information and support, and campaign for improved standards of care. We use our understanding of people's experience of breast cancer and our clinical expertise in everything we do. Visit www.breastcancercare.org.uk or call our free helpline on 0808 800 6000.

About M&C Saatchi

M&C Saatchi UK Group is a fully integrated communications group comprising of the following divisions: M&C Saatchi (advertising), LIDA, M&C Saatchi Mobile, M&C Saatchi PR, The Source (research) and M&C Saatchi Sports & Entertainment. M&C Saatchi plc consists of a global network of 26 offices in 19 countries with over 1,100 employees.

About Clear Channel in the UK

Clear Channel UK enables brands to meet and engage with people when they're out and about. Our expertise in out-of-home media, gained over 40 years, means we understand how to showcase powerful and effective campaigns through our investment in the highest quality sites, new technologies and the latest planning tools. Our partnerships with advertisers, agencies, local authorities, shopping malls and major landlords have created a national network of 60,000 sites that reaches people in the public social space, drives footfall and generates word of mouth. 

About BLiNQ Media

BLiNQ Media is a Social Engagement Advertising (SM) and technology company that delivers break-through Facebook advertising results along with real-time audience insight for agencies and big brands. 

The BLiNQ Ad Management (BAM) platform is easy-to-use and solves complex campaign planning, management, optimization and analytics. As the leading global innovator in social engagement advertising, BLiNQ achieves rapid, scalable results for its customers through a blend of technology, experience and proprietary processes.

BLiNQ has headquarters in New York City’s Union Square and offices in Atlanta, Chicago, Boston and London’s Soho Square. 

For more information, please visit www.blinqmedia.com or www.facebook/BLiNQMedia.

About The Mill

The Mill has studios based in London, New York, Los Angeles and Singapore where we collaborate on award-winning moving image, design and digital projects for the advertising, film, TV, games and music industries.

We were founded in 1990 by Robin Shenfield and Pat Joseph, both of whom still lead The Mill group today. Our 22 years of innovation has established us as a recognised global brand for creating seamless visual effects, but we are also leaders in design, animation, games, live action content direction, VFX brand accounts, versioning, global adaptations, digital content creation and distribution.

Our creative and talented artists are made up from multi-national and home grown backgrounds and our work is driven by our artists and the relationships we build at all levels with our clients.  We encourage and nurture innovation, flexibility and diverse ideas as part of our creative culture allowing us to continue to be able to offer world leading VFX and creative solutions across our business around the globe.