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.