It’s not the first commercial to use the joy of removing your bra to attract women’s attention. But this time, it’s not about enjoying a beer it’s to help save women’s lives.
M&C Saatchi UK’s That Feeling has used the very well-known feeling of relief when you remove your bra after a long day as a metaphor for the reassurance and sense of control women feel after attending a breast screening. The 30-second campaign film, directed by Fern Berresford at Rogue Films, captures women of diverse ages, ethnicities, and body types in the relatable moment, paired with messaging about the life-saving benefits of screening. The commercial’s positivity is underlined accompanied by Wilson Pickett’s upbeat track, Land of 1000 Dances.
Amy Parkhill, creative at M&C Saatchi UK, commented, “There’s no better feeling than taking your bra off at the end of the day. The relief from being held in (and up) for hours. We wanted to use that relatable and universal truth and apply it to getting your breast screening sorted. To be free from putting it off and to know you’ve done everything in your power for your health. We kept the visual storytelling as authentic as the insight, opting for people and places that represent those we know and love. It’s the positive and uplifting piece we hoped it would be, and we aren’t even sick of the song yet.”
The campaign is NHS England’sfirst-ever national campaign to support breast screening. It is aimed at women aged 50 to 71, focusing particularly on those aged 50-53 who are receiving their first breast screening invitation, as women are invited within three years of their 50th birthday. It also has a focus on women from groups that are less likely to engage with screening, including those from lower socio-economic backgrounds and ethnic minority communities, particularly Black, South Asian, and White Eastern European women.
That Feeling is part of NHS England’s ongoing Help Us, Help You initiative, to increase the number of women participating in breast screening when invited, by presenting screening as a positive thing and highlighting the importance of attending and feeds into a wider long-term overarching strategic aim for the NHS, to increase cancers diagnosed at stages 1 and 2 from 50% to 75% by 2028.
Breast cancer is the most common cancer in the UK and the fourth greatest cause of cancer death. Early diagnosis is critical for achieving the best chance of survival.
The campaign is running across TV, video-on-demand, out-of-home, national press, radio, social and digital channels. Media planning is by Wavemaker, and media buying is by MGOMD.
Phil Bastable, deputy director, head of marketing and social media team, NHS England, stated, “This is our first national campaign supporting breast screening uptake. We want to encourage all eligible women to attend their screenings. Early detection of breast cancer significantly increases the chances of successful treatment. By focusing on the relatable and reassuring moments surrounding screening, we hope to break down the barriers that prevent women from attending.”
Jo Bacon, group CEO, M&C Saatchi UK, added, “This campaign epitomises how we’re harnessing Cultural Power to tackle some of society’s biggest challenges. Breast screening saves lives, yet many women delay or avoid attending. Through familiar storytelling, ‘That Feeling’ aims to normalise and encourage participation in this vital national health programme, ensuring women take that simple yet powerful step for their health.”
Credits:
Creative Agency: M&C Saatchi UK
Executive Creative Director: Matt Lee
Creatives: Max Lowe & Amy Parkhill
Film Producer: Matt O’Neill
Stills Producer: Verity de courcy Norman
Business Director: Tabby Powell-Tuck
Account Director: Emma Lowrey
Senior Account Manager: Carol O’Riordan
Account Manager: Cillian Carton
Head of Behaviour Change: Richard Storey
Senior Strategist: Hannah Thomson
Production Company: Rogue Films
Director: Fern Berresford
Executive Producer: James Howland
Producer: Sophie Peskin
DOP: Eira Wyn Jones
Edit: Rebecca Luff @ Work Editorial
Post Production: Magic Numbers
Post Supervisor: Bevis Jones
Post Producer: Ryan Hancocks
Grade: Matt Turner @ No.8
Sound: Little Things Sound Studio
Sound Engineer: Charlie Cooper
Sound Producer: Lindsay Grant
Music Supervision: Maiken Silverup @ Wake The Town
Stills Production Company: At Collective
Photographer: Emily Scarlet Romain
DOP: Robin Horne
Camera & OOP Dit: Seb Pecchia
Lighting Designer: Simon Paterson
Digi Op: Giles Smith
Spark: Leyt Said
Executive Producer: Kay Edwards
