A project that took two years to get into the publics hands. We were determined to find the right partnership that could deliver the boundary breaking message. Once I found Lauren, with GIRLvsCANCER we knew it was the perfect fit.

Partnering together with GIRLvsCANCER to launch a bold campaign addressing a major (but rarely discussed) survivorship issue of people living with and beyond cancer. Sex.

Half of the population will develop some form of cancer over their lifetime. Of women that get cancer, less than a third are given any information about how a diagnosis or the side effects of treatments, both physical and mental, will affect their sex life.

We were determined, with GIRLvsCANCER, to bring fundamental awareness to this issue, starting a conversation that confronts the stigma and puts the cancer community’s sexual health and pleasure – during and after diagnosis and treatment – in the spotlight.

The campaign consisted of three films, directed by Sophia Ray and OOH shot by photographer Karie Burdon. All creative featured women who had or who were currently experiencing cancer. The stories told and the shots captured were all created keeping the women central. They are defiant and sexy without being explicit. They subvert the conventional narratives around cancer to an unexpected (happy) ending.

Partnering with Good Culture PR agency, we championed Lauren as our driving force to bring the campaign into the public eye with podcasts, magazine / newspaper features and celebrity allies posting on our behalf.

https://girlvscancer.co.uk/smashthestigma/

Agency: BBH London
Awards:
British Arrow (Bronze) for Integrated Campaign
Clio Award (Silver) for Film Craft
Creative Circle Award
D & AD Pencil Award
Creative Review Annual Award for Writing, Photography & Art Direction