Title | A LOVE/HATE RELATIONSHIP |
Brand | BREAST CANCER NOW |
Product/Service | BREAST 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
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.