Girl vs Cancer
About
An important pro bono nonprofit campaign.
The mission: highlight how cancer affects women's bodies, sexuality, and intimate relationships.
What started as a brief became a two-year commitment.
Every stakeholder wanted to soften the message.
Every media provider initially said no.
Every creative setback required finding a new solution.
The campaign launched because someone was willing to fight for it: navigating resistance, finding workarounds, and refusing to compromise on what mattered.
The work that resulted was raw, honest, and exactly what it needed to be.
The Challenge:
Cancer is a taboo topic in the UK. Sex and female pleasure after cancer? Nearly impossible to talk about.
The creative brief was bold:"Cancer won't be the last thing that fucks me", but every stakeholder wanted us to water it down.
The media said no.
The OOH providers said no.
The two-year timeline wasn't arbitrary. It was the result of refusing to compromise.
The Solution:
This required owning every moving piece. Creative ideation, production, supplier negotiation, media relations. When OOH providers rejected the work due to its nature, alternatives were found. When budget constraints appeared, solutions emerged. When direction shifted, the team adapted.
The result wasn't managed; it was fought for. Three films featuring real women telling their stories. An OOH campaign that genuinely stopped people. Industry awards. Press coverage.
Most importantly: a platform for women to discuss sexuality and cancer openly and safely.
Project Showcase
Website
The Girls vs Cancer website remains a digital space for women to safely discuss sexuality and cancer.
Check it out here
Awards
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British Arrow (Bronze) for Integrated Campaign
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Clio Award (Silver) for Film Craft
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Creative Review Annual Award for Writing, Photography & Art Direction
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Creative Circle Award
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D & AD Pencil Award
Recognized across the creative industry for its approach to an important subject.