| Title | THE LAST ONE |
| Brand | BREAST CANCER NOW |
| Product/Service | CHARITY |
| Category |
E03. Webisodes/Series |
|
Entrant Company
|
RKCR/Y&R London, UNITED KINGDOM
|
|
Advertising Agency
|
RKCR/Y&R London, UNITED KINGDOM
|
|
Media Agency
|
J&A East York, CANADA
|
|
Production Company
|
STINK London, UNITED KINGDOM
|
Credits
| Chris Hodgkiss |
RKCR/Y/R |
Creative Director |
| Pip Bishop |
RKCR/Y/R |
Creative Director |
| Psembi Kinstan |
Rkcr/Y/r |
Creative |
| Alice Burton |
RKCR/Y/R |
Copywriter |
| Anna Crabtree |
RKCR/Y/R |
Business Director |
| Eileen Cosgrove-Maloney |
Rkcr/Y/r |
Account Manager |
| Greg Hemes |
Rkcr/Y/r |
Agency Producer |
| Lucy Rogers |
Rkcr/Y/r |
Assistant Producer |
| Jim Orr |
Rkcr/Y/r |
Project Manager |
| Wilkins/Maguire |
Stink |
Production |
| Simon Eakhurst |
Freelance |
Producer |
| Steve Annis |
Freelance |
Director Of Photography |
| David Stevens |
The Assembly Room |
Editor - TVC |
| Ruth Hegarty |
The Assembly Room |
Editor - Content |
| Lee Pavey |
Electric Theatre Collective |
Post Production |
| Aubrey Woodiwiss |
Electric Theatre Collective |
Colourist |
| Jack Sedgwick |
The Wave |
Sound Engineer |
| Jonathan Harper |
Freelance |
Typographer |
| Lee Aldridge |
Freelance |
Typographer |
| Leo Maguire |
Freelance |
Photographer |
Creative Execution
All of the women featured in the hero film are breast cancer sufferers; each line of dialogue is in their own words. Online we created a webisode series about the women, telling their stories like never before. This series was picked up by The Sun, Times and Daily Mail.
Over months we met dozens of women in various stages of cancer. To show the ripple effect of those diagnosed with Breast Cancer, we also met their families, and loved ones. This included a webisode with a sufferer’s 8-year-old daughter, and the mother of a 25-year-old woman with secondary breast cancer.
This was an in-depth and authentic look at the lives of those with secondary breast cancer on a level never before seen. The Last One launched to huge media attention, with the webisodes featuring on major news media across the globe. Online the films have been viewed upwards of a million times, with some of the women going on to appear in talk and chat shows. The webisodes have helped to make the Last One a phenomenally successful campaign, raising brand awareness to record levels.
11,600 women die of breast cancer every year in the UK. By 2050, Breast Cancer Now (the UK’s largest breast cancer charity) hopes to make this 0.
Our idea was simple; let’s deliver this message in the most powerful way possible, using the real women suffering from terminal breast cancer. They won’t be the last ones to die of breast cancer, but for the first time in history, they can imagine a future where there will be a last.