Second Chance Campaign

Client: GenesisCare

Women who have survived breast cancer feel they have been given a ‘Second Chance’ at life. But what if this ‘Second Chance’ is threatened by a secondary illness that they weren’t expecting? On behalf of our client GenesisCare, we designed an educational PR campaign to empower people to make the most of their ‘Second Chance.

Our aims were to • educate on secondary breast cancer and its prevalence • raise awareness of the need to detect secondary breast cancer early, so that it can be treated with the latest technological advancements that will both improve prognosis and provide a better quality of life We partnered with Brenda Edwards, who has first-hand experience with breast cancer, as well as two inspirational survivors, Natalie and Anna, to model for a series of striking, engaging portraits. These images focused on different parts of the body that can be affected by secondary breast cancer. We launched ‘The Second Chance exhibition,’ a series of impactful images which went on display in GenesisCare centres. The campaign was supported with new research which showed the startling lack of awareness of secondary breast cancer symptoms. We also worked alongside clinical expert Russel Burcombe and relevant social influencers and photographer who’d all experienced breast cancer, to drive further awareness of our campaign. The campaign generated widespread media coverage, reaching national and regional audiences across platforms including GB News, ITV Meridian, MailOnline, The Sun. Resulting in a 6% uplift in organic site traffic and 24% increase in breast enquiries (MOM).