Real Talk

Breast Cancer Now, the research and support charity, is launching a campaign created by BMB, encouraging people to talk more openly about breast cancer.

The campaign is running during Breast Cancer Awareness Month (October), across TV, social and radio, and also supported in press and digital. It marks the first TV campaign from BMB since the creative agency was appointed to the Breast Cancer Now account last year.

In the TV spot, “Real Talk”, a woman navigates life with breast cancer, from diagnosis through to treatment and beyond. Breaking the fourth wall and talking directly to camera throughout the spot, she shares with the viewers her real feelings, in contrast to the more carefully considered responses we hear her give to her friends and loved ones. But it’s in a Breast Cancer Now support group that she feels she can share her true feelings out loud: delivering the same response both in her aside to camera and to the person she’s talking to, a member of the Breast Cancer Now support group, who has also experienced breast cancer.

The ad ends with the message: “Want to talk more openly about breast cancer? We’re Here”, inviting people who might be worried about or experiencing breast cancer to turn to the charity and find the support to talk more openly about breast cancer.