Breast Cancer Ireland has launched Breast Cancer KNOW MORE, the country’s first survivor-led breast cancer awareness campaign, as part of Breast Cancer Awareness Month. The initiative places survivors at the centre of the message, highlighting the importance of recognising the disease’s eight key signs and symptoms and emphasising early detection as the most critical factor in saving lives.
The campaign will run nationwide across television, digital, print, outdoor and PR channels, supported by media partnerships with Mediahuis titles, Virgin Media, and DMG Media brands such as Evoke.ie, Rollercoaster.ie,
The campaign, which is supported by Novartis, features stark black-and-white portraits and videos of five female and one male survivor, designed to cut through traditional messaging. The imagery focuses on authenticity and bravery, presenting scars not as disfigurements but as symbols of survival.
“This campaign is about cutting through the noise with a message that is impossible to ignore,” said Aisling Hurley, CEO of Breast Cancer Ireland. “Survivors wanted to be front and centre of this initiative, demonstrating their incredible bravery in showing not only the physical impact of breast cancer on the body, but also the inner turmoil they face, which drives their desire to urge others to check themselves regularly. Early detection saves lives – we know that as a fact.”
Hurley added that the campaign’s patient ambassadors are “the beating heart of this campaign, speaking candidly about their very personal and raw experience of diagnosis and treatment – all for the benefit of others. We are in awe of their strength and willingness to share their deeply personal experience of often harrowing but ultimately successful treatment, in order to help others avoid a similar experience.”
As part of the rollout, Breast Cancer Ireland’s Outreach Coordinators will deliver complimentary seminars and talks across the country to demonstrate proper self-check techniques.
According to Charlie O’Neill of Persuasion Republic, which directed and produced the video and print creative: “Our job was to honour the audacious bravery of these six extraordinary survivors and their selfless quest to help others. To make sure the agency’s creative ego gets well out of the way of their gorgeous humanity. To as sensitively and as powerfully as possible, facilitate their intimate and life-saving storytelling.”
Agron Hasani, country head of medical afairs and chief medical officer at Novartis Ireland, said the company was proud to back the initiative. “By raising awareness of the signs and symptoms, we hope to inspire earlier diagnosis and save lives,” he said. “We extend our heartfelt gratitude to the patients for their voices and invaluable contributions to this inspiring campaign.”
The campaign creative was developed with support from Crichton Communications (PR), Persuasion Republic (Creative), The Engine Room (Media Buying) and Wolfgang Digital.
More details, survivor stories and a guide to the eight signs and symptoms are available at breastcancerknowmore.ie
