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Breast Cancer Care - "The Woman Behind The Cancer" - M&C Saatchi

  • The Woman Behind The Cancer
  • Breast Cancer Care
  • Breast Cancer Care
  • M&C Saatchi
  • United Kingdom
  • Support for the woman behind the cancer
Product CategoryDisease Awareness, Support Groups & Associations
Date of First Broadcast/PublicationFebruary 13, 2012
Media TypeCinema
Editing Company Speade Ltd
Post Production The Mill London
Photographer Wyatt Clark & Jones
Creative Director Mark Goodwin
Concept Nathan McKenna
Concept Henrik Holmberg
Creative Team Morgane Alexandre
Creative Team Christopher Ross-Kellam
Director Julia Fullerton-Batten
Director of Photography Stuart Graham
Producer Sue Cooke
Producer Bruce McKelvie
Producer Susan Chedgey
Editor Mark Burnett
Special Effects / VFX Paul Schleicher
3D Graphics Amaan Akram
3D Graphics Dan Moore
3D Graphics Andy Nicholas
3D Graphics Tom Bolt
3D Graphics Sergio Xisto
3D Graphics Sauce Vilas
3D Graphics Luke Tickner

Concept

Breast Cancer Care in the UK is running "Support for the woman behind the cancer", an integrated advertising campaign using striking imagery to illustrate that behind most breast cancer diagnoses is a real woman with emotional and practical support needs. The campaign is centered around the concept of a woman emerging from a veil of medication. A video is supplemented with billboards and outdoor posters, and an opportunity for people to show their support for the woman behind the breast cancer.
The striking concept is designed to show that when breast cancer overshadows everything, there is still a person underneath.