A LOVE/HATE RELATIONSHIP

TitleA LOVE/HATE RELATIONSHIP
BrandBREAST CANCER NOW
Product/ServiceBREAST CANCER AWARENESS CAMPAIGN
Category A06. Not-for-profit / Charity / Government
Entrant WEBER SHANDWICK London, UNITED KINGDOM
Idea Creation WEBER SHANDWICK London, UNITED KINGDOM
PR WEBER SHANDWICK London, UNITED KINGDOM
Production STRANGE BEAST London, UNITED KINGDOM
Credits
Name Company Position
Steve Back Weber Shandwick Executive Creative Director
Janelle Feliciano Weber Shandwick Associate Creative Director
Violette Verite Weber Shandwick Client Lead
Claire McPhillips Weber Shandwick Client Experience
Stephanie Rock Weber Shandwick Project Manager
Jenny Wakeling Weber Shandwick Senior Account Manager
Katie Gunderson Weber Shandwick Senior Associate, Media Relations
Anna Ginsburg Strange Beast Director
Zoe Muslim Strange Beast Senior Producer
George Grinling Strange Beast Music Composer
Harriet Gillian Strange Beast Animator
George Wheeler Strange Beast Animator
Sheetal Thankey Strange Beast Animator
Matt Lloyd Strange Beast Animator
Laura Jayne Hodkin Strange Beast Animation assistant
Natasha Pollack Strange Beast Animation assistant
Maria Morris Strange Beast Animation assistant
Eloise Garlick Strange Beast Garlick
Soreel Milne Strange Beast Animation assistant
Deanne Gardner Breast Cancer Now Client
Lauren Songour Breast Cancer Now Brand Marketing and Planning
Bethany Rudge Breast Cancer Now Brand Marketing Executive
Dan Papworth-Smyth Breast Cancer Now Digital Engagement
Sophie Softley Pierce Breast Cancer Now Press and PR Manager
Victoria Shillito Breast Cancer Now Press PR & Celebrity

Write a short summary of what happens in the film

This film was informed by real-life experiences drawn from interviews with women across the UK from a diverse range of age, ethnicities and backgrounds. From good to bad, joyous to awkward, this provocative piece charts the love/hate relationship women have with their breasts over the course of their lives, from embarrassment as they first develop, to dealing with unwanted attention from others, breastfeeding children and getting checked and treated for breast cancer. The film ends with the simple call to action: ‘Love Them. Hate Them. Check Them.’, prompting women to make regular self-checking the habit of a lifetime. Diversity and inclusion were an important consideration and animation enabled us to present a truly universal narrative. The emotional impact was heightened through colour and texture with the vibrant palette communicating a diversity of skin tone and the morphing style allowed for 25 shape, sizes and colours of breasts in 60 seconds.

Cultural / Context information for the jury

A recent survey commissioned by Breast Cancer Now showed that 47 per cent of women in Britain do not check their breasts regularly for potential signs of cancer. To make matters worse, the pandemic was unnerving women, deterring them from getting checked and a study published by the Institute of Cancer Research had concluded that in England alone, a one-month delay in diagnosis would result in up to 228 additional breast cancer deaths and, a potential six-month delay, up to 1,629. Given the urgency of the situation and with the social media environment prohibiting depictions of women’s breasts and restricting open and honest conversation about the female experience, we needed to encourage and normalise open conversation, erode taboos and feature typically ‘off limits’ subject matter head-on.