A Love/Hate Relationship

Weber Shandwick

Agency: Client: Breast Cancer Now

Fear around COVID-19 was preventing women from getting their breasts checked. UK charity Breast Cancer Now asked us to create a film to mark Breast Cancer Month 2020, with the aim of amplifying its 'Check Them' awareness campaign.


This called for a fresh approach, something that had never been done before and we identified an opportunity to tell the whole story, to celebrate the love/hate relationship women have always had with their breasts.


We talked to woman across the UK from a diverse range of age, ethnicities and backgrounds about their experiences and turned to animation to bring the stories to life - diversity and inclusion were an important consideration and the freedom of this format would enable woman of all backgrounds to identify with the content. We approached filmmaker, Anna Ginsburg to produce the film; the result charts the relationships women have with their breasts over the course of their lives and ends with the call to action: 'Love Them. Hate Them. Check Them.'


Amplified via a social campaign, the film drew a raft of love/hate reactions. The piece logged above average click through rates for Facebook and Instagram ads and was selected as a 'Best of the Month Staff Pick' by the Vimeo Curation Team.