BBH lines up stars to highlight breast cancer awareness

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.

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

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.



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

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.



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