Breast cancer can be treated more successfully if it’s caught early. However, there was a perception that it only presented itself as a lump. Our campaign set out to educate women that there were many signs of breast cancer. And we showed some of them.
The campaign was deliberately brave and disruptive and 100% supported by Scotland's First Minister, Nicola Sturgeon. The predictable media outcry over the showing of naked breasts in an ad for the first time pre-watershed only served to generate an even bigger groundswell of support for the message.
The campaign went on to win many industry awards but its success was its effectiveness. Over 100% increase in women presenting early symptoms of breast cancer meant a real difference made to thousands of lives in Scotland.
Project created for The Leith Agency. Art Director: Guy Vickerstaff, Copywriter: Phil Evans