Breast Cancer Now is shining a light on the harsh reality of people living with incurable secondary breast cancer in its latest emotional campaign film, ‘If I had more time’.
The powerful film features nine women sharing the ways they would spend their time if they could, highlighting the urgent need for more research to extend people’s lives. Exploring what it feels like to live with a secondary breast cancer diagnosis, it focuses on the word ‘if’ – as those affected look towards an uncertain future.
Created by creative agency BMB and shot in a documentary style, the raw and moving film shows women in their own homes, talking in their words and revealing both vulnerability and strength in how they deal with their diagnoses.
BMB chief creative officer Matt Lever said the campaign “set out to showcase the reality for people with incurable breast cancer”.
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The 60” TVC made its debut on ITV on 25 September, with a 30” edit running until 22 October 2023.
The campaign will also be supported across radio, social and digital, with a long-form 110” edit sitting on the campaign landing page. The social and digital display features striking portraits of the women in their homes, alongside what they would do if they had more time.
Breast Cancer Now director of fundraising, communications and engagement, Rachael Franklin commented: “We know that much more needs to be done to raise awareness and understanding of secondary breast cancer, including the fact that tragically this form of the disease is incurable.”
“Our hope is that this cinematic campaign will shine a light on the devastating reality of this disease, on lives that will be cut short by it, and the urgent need to fund more world-class research to develop more treatments options for people both now and in the future.”
BMB’s previous work for Breast Cancer Now’s ‘The Chat’ won two awards at Cannes Lions in June.
