Leading cancer charity Breast Cancer Now is highlighting the true value of time for people living with incurable secondary breast cancer with a harrowing new campaign film and exhibition.
Created in partnership with London agency BMB, ‘Gallery of Hope’ will look to spotlight the charity’s vital research into how it can help those living with the condition reach future key milestones.
‘Gallery of Hope’ will run at the Saatchi Gallery from 13 to 14 March and will feature memories yet to be made, sharing snapshots of future moments that participants in the campaign said that they most wanted to see.
An online gallery and social media activity will support the exhibition through to the end of March, with a documentary directed by Jess Ayles set to be released following its conclusion, alongside a short film for each person featured in the gallery.
“‘Gallery of Hope’ shines a much-needed spotlight on the realities of living with secondary breast cancer, through people sharing their own experiences and future moments they hope to see,” said Breast Cancer Now director of research, support and influencing Simon Vincent said.
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“This exhibition hits home just how much more needs to be done for the estimated 61,000 people living with secondary breast cancer in the UK, and the vital role of research in bringing hope – and indeed time – so that people with the disease live to see the future moments that matter so much to them.”
The exhibition will be centred around a series of individual portraits shot by photographer Jillian Edelstein that will sit alongside AI-generated images depicting future scenarios.
Creating using a mix of AI and photography, the snapshots will act as powerful reminders of the importance of the charity’s research and how it can give secondary breast cancer sufferers more precious time with their loved ones.
BMB creative director Bianca Eglinton added: “We’re so proud to be continuing our work with Breast Cancer Now in a new campaign that gives people living with secondary breast cancer a unique platform through which to share their hopes for the future.
“We hope that the campaign will help underline the importance of research and contribute to our ongoing mission to get people talking more openly about breast cancer.”
