Breast Cancer Ireland launches #MakeTime2Check campaign
This week sees the re-launch of an award-winning integrated and heavyweight awareness campaign called #MakeTime2Check by Breast Cancer Ireland to mark Breast Cancer Awareness Month.
The campaign run by Ireland’s leading breast cancer charity, involves experiential activations driving awareness around the 8 signs and symptoms of the disease and the importance of early detection and is supported by a full digital campaign, and complimented by powerful and emotive piece of TV creative, highlighting the fact that 23% of all breast cancer diagnoses are in women between 20-50 years old, smashing the dangerously common misconception that breast cancer is a disease that impacts only older women. The charity’s Outreach Coordinators will also take to the roads of Ireland to deliver a series of complimentary seminars and talks on the subject of breast health, demonstrating how to perform a proper self-check.
Entitled ‘The Diagnosis’, the commercial shows a mother and daughter receiving a breast cancer diagnosis. We assume – of course – that it is the mother who has breast cancer, and in a highly moving series of events we see the pair comfort one another as they come to terms with the diagnosis, and each recognise the preciousness of the time they spend together. In a surprising plot twist however, we realise that it is, in fact, the daughter who has the disease, but thankfully because it was caught early, she is going to make a full recovery.
View the AD here https://www.youtube.com/watch?v=ropUGM6hmTg
The commercial is produced by new production company Saturday Films, and was directed by Stevie Russell and produced by Gary Moore.
Aisling Hurley, CEO of Breast Cancer Ireland, commented “We’re working hard to drive education around the fact that women of all ages are affected by breast cancer – not simply those over 50 as if often believed to be the case. Sadly every 29 seconds someone in the world is diagnosed with breast cancer, and this year diversity and inclusion are core themes in our communications – as breast cancer doesn’t discriminate, affecting women (and indeed men) of all ages, and ethnicities. Younger women are a core target audience for both our education and awareness programmes and indeed our broader communications strategy – as 23% of all women diagnosed with breast cancer in Ireland are between 20-50 years of age. Earlier detection saves lives, and it is precisely for this reason that we are urging women of all ages to #MakeTime2Check their breasts on a regular basis. Our campaign, developed to mark Breast Cancer Awareness Month highlights this key message, and will, we hope, help move the dial in terms of changing behaviours to help women identify any abnormalities as soon as these arise, and swiftly make an appointment with their GP for further investigation”
The MakeTime2Check campaign also encompasses an impactful media partnership with DMG brands including Evoke.ie, Rollercoaster.ie, Extra.ie, The Irish Daily Mail, and Mail on Sunday amongst other titles, showcasing the stories of Breast Cancer Ireland Patient Supporters and encouraging women (and men!) to make time to check their breasts regularly.