- Bartle Bogle Hegarty this week launches a TV, cinema and press campaign for the UK Breast Cancer Coalition (UKBCC), to spearhead International Breast Cancer Awareness Month in October.
The campaign includes a 40 second commercial featuring 36 people who have, at some time in their lives, been touched by the disease. A range of celebrities includes Geri Halliwell, formerly of the Spice Girls, the TV and radio presenter, Gloria Huniford, and Sally Gunnell, the Olympic hurdler. Everyone featured in the commercial is shown going about their everyday business while uttering the single line: " It could be you".
The ads will air from 1 October for one month on UK terrestrial and satellite channels as well as all Pearl & Dean cinemas, and 100 independent film theatres.
The press work, shot in black and white, shows a close up view of a woman's breast with the words "An early warning device" written across it. Other text outlines the symptoms that women should be looking for along with the UKBCC's contact details. It will appear in titles including Time and Wallpaper.
Will Awdry, the copywriter on the ads, said "This campaign aims for Government action and public information. The British are too repressed; we need to stop pushing bad things under the carpet."
The films were written by Will Awdry and art directed by Rosie Arnold. They were directed by Jon Blair of the Jon Blair Film Company. Press photography was by Dave Willis. Media planning and buying was by Motive.