Community charity Girl vs Cancer is addressing the vital, but rarely discussed issues of sex for those who are living both living with and beyond cancer.
With around half of the UK population set to develop cancer at some point in their lifetime, less than a third of women who are diagnosed are given any information about how the illness and its treatment will affect their sex life. As a result, City University London has found that as many as 60% of women with cancer say that they experience sexual dysfunction.
Developed by creative agency BBH, the bold work aims to start conversations and confront stigmas around sexual health and pleasure within the cancer community.
Led by three candid films, the campaign is centred around the thought-stopping execution “Cancer won’t be the last thing that f*cks me”, and discusses how different women have managed to rediscover their sexuality across their cancer journey.
“Sexual wellness should be a part of ongoing routine cancer care, but providing learning resources for healthcare professionals only helps if their patients are empowered to have a conversation about this topic,” Girl vs Cancer founder, Lauren Mahon said.
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“Girl vs Cancer heroes the human being attached to the diagnosis and shines a light on the variety of ways that a cancer diagnosis affects lives. BBH’s ‘straight to it’ approach to this topic is certainly going to put it on the agenda and help to make it a less taboo part of cancer treatment and recovery.”
Set to be supported by social media and digital activity, and out-of-home creative will in Finsbury Park, Hackney and Tower Gateway from 23rd October, driving people to a dedicated section on the Girl vs Cancer website offering advice, information and surveys to gather more research.
With authenticity a key campaign driver, all the women feature throughout the creative either have, or have had cancer. The scripts were all written in close collaboration with the participants to tell their stories faithfully.
BBH ECD, Helen Rhodes added: “Every single woman in cancer care deserves to get the help they need, but for myriad reasons, often aren’t able to ask for it.
“Our approach might make some people uncomfortable and that’s fine. As long as it gets people talking, we know that’s the most effective way to kickstart change.”
