CLIENT
Breast Cancer Ireland
Samantha McGregor, Development Manager
Aisling Hurley, Chief Executive Officer
Nicky Crichton, Director of PR & External Affairs, Breast Cancer Ireland
AGENCY
Jay Reid, Strategy Director
Mike Garner, Creative Director
Sophie Burke, Senior Client Manager
The Engine Room
Cait Maguire, Managing Director
Saturday Films
Gary Moore, Producer
Stevie Russell, Film Director
SUMMARY
Early diagnosis through monthly self-checks for breast cancer saves lives, unfortunately only 128,000 women in Ireland were doing so. Breast cancer was seen as an over 50s issue, so younger women were less likely to check for it. But with 23% of diagnosis being women under 50, we needed to show that breast cancer affects women of all ages. We created a powerful piece of film to show this in a surprising way, which increased monthly checkers by 31%. That’s 40,000 additional women checking for breast cancer every single month.
