A royal carpe diem for an important cause. BMB and UK research and support charity, Breast Cancer Now, have seized the attention that royalty is getting across the Platinum Jubilee weekend (and the long life of its focus) to launch Ma’ammogram. The outdoor and social ads employ a patriotic, Jubilee themed look and a clever play on words, urging people to book or attend their Ma’ammogram screening.
The campaign launched on June 1 across OOH, print and social and will run over the four days of the Platinum Jubilee celebratory weekend, until Sunday, June 5. Its message is simple – A reminder this Jubilee weekend: when invited, please go for your Ma’ammogram. AnAdVan will also drive around strategic London locations to target well-wishers in a royally relevant environment.
Breast Cancer Now has been highlighting its concerns about the impact of the disruption caused by the pandemic on breast screening since 2020. The charity has launched this campaign in response to data published earlier this year revealing that, despite the hard work of NHS staff, around one million fewer women across the UK had breast screening in 2020/21 compared to the previous year, due to this disruption.”
Sally Kum, associate director, nursing and health information at Breast Cancer Now, commented, “There has been a significant drop in the number of women having breast screening which in turn has meant fewer women being treated for breast cancer. While breast screening comes with some risks to be aware of, we encourage women to attend when invited as the earlier breast cancer is diagnosed, the higher the chance of treatment being successful. Anyone concerned about breast screening can contact our expert nurses on our Helpline, 0808 800 6000. We’re here.”
Claudia Wallace, managing director at BMB added, “We are using this opportunity – when the nation will be gathering together to mark an important ‘Ma’am’, to create a united front on behalf of Breast Cancer Now and NHS breast cancer screening to help increase uptake of this important service.”
Credits:
Client: Breast Cancer Now
Head of Brand Marketing and Planning: Lauren Songour
Associate Director, Brand, Marketing and Communications: Deanne Gardner
Brand Marketing: Daisy England, Senior Officer
Creative Agency: BMB
Chief Creative Officer & Copywriter: Matt Lever
Art Director: Ted Smith
Head of Strategy: Rebecca Moody
Senior Strategist: Amy Bowker
Managing Director: Claudia Wallace
Account Director: Rosie Morahan
Head of Design: Ted Smith
Producers: Sofie Andersson & Loren Mosdall
