Breast Cancer Care WA gets hands-on in new radio campaign via The Brand Agency, Perth
Breast Cancer Care WA has launched a light-hearted but serious radio campaign to encourage women to check their breasts for possible signs of cancer. Produced by The Brand Agency, the campaign is based around the simple premise that if women get hands on with their boobs, they have a much better chance of catching breast cancer early.
Statistics show that 1 in 8 women will be diagnosed with breast cancer and early detection is the best way to increase their chances of survival and successful treatment.
The Brand Agency in Perth wrote the campaign, which was directed and produced by Eardrum in Sydney. As the talent was located in Melbourne it required a three-way hook up to record and produce the spots.
The scripts, written by PADC Copywriter of the Year, Melita Masters, play on the fact that breast cancer does not discriminate. Big or small, breasts that have had work done and breasts that haven’t, are all vulnerable.
The ads replay conversations between the two women on this sensitive topic. The tone is intentionally light-hearted, in order to break down the stigma or embarrassment women might have about checking their breasts, but it comes with a very serious message: If you get hands on with your breasts, you will help prevent breast cancer.
Breast Cancer Care WA has been providing personalised emotional, practical and financial support and care to people affected by breast cancer since 2000. It receives no government support and relies on the generosity of the WA community through event fundraising and donations.
The Brand Agency’s Susan The won an airtime package at the Fairfax Radio Christmas party and donated the package to Breast Cancer Care. 96fm and 6PR have further supported the campaign with CSR time.
For the step-by-step breast-aware, self-assessment guide or to donate to this worthy cause visit breastcancer.org.au.