NHS is running a television advertising campaign in Scotland, using what appears to be a naked woman holding images breasts containing early stage breast cancer. Glasgow actress Elaine C Smith, whose mother died of breast cancer, reminds her viewers that lumps aren’t the only signs of cancer. Any changes should be checked out. The breast cancer campaign is part of the Scottish Government’s £30 million Detect Cancer Early drive, which aims to increase the early detection of cancer by 25 per cent, saving more than 300 lives a year by the end of the next Parliamentary term. The campaign launched on 4th September 2012 and is running across TV (post 9pm), radio, online and press for four weeks.
To maintain the initial media buzz around the campaign Leith’s TV production team quickly called-in some favours and created a celebrity ‘celebration’ of the TV ad. Nine celebrities gamely got behind the breasts leading to a hugely valuable double page spread in the Scottish Sun.
The Breast Cancer Awareness campaign was developed at The Leith Agency by creative director Gerry Farrell, art director Guy Vickerstaff and copywriter Phil Evans and agency producer Les Watt.
PR was delivered by Consolidated PR. Media buying was by Carat and independent. Creative testing was by TNS.