Bartle Bogle Hegarty this week launches a TV, cinema and press
campaign for the UK Breast Cancer Coalition, 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 number
of celebrities star, including the ex-Spice Girl, Geri Halliwell; the TV
and radio presenter, Gloria Huniford; and Sally Gunnell, the Olympic
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
Other text outlines the symptoms that women should be looking for along
with the UKBCC’s contact details.
Will Awdry, the copywriter on the ads, said: ’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
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.