Abbott Mead Vickers.BBDO has created a controversial cinema campaign to raise awareness of breast cancer and encourage young women to check their breasts more often. It has teamed up with the charity Against Breast Cancer and Gorgeous Productions to make an 85-second film involving a pole dancer in a strip club.
The film shows an erotic dancer performing on stage, to the track Born Slippy by Barefoot, before she unclasps her bra to reveal the scars of a mastectomy. It was created by AMV.BBDO copywriters and art directors Selda Enver and Shaheed Peera.
Enver says: “Having both lost close family members to breast cancer, this project means a great deal to us. We hope this film will encourage young women to check their breasts more often.” The campaign will include a press, ambient and online presence.
Each year 41,000 people are diagnosed with the disease in the UK, and rates in women aged 20 to 34 have increased by 52% in the past 30 years.