The Brill Building and Marie Keating Foundation have launched an unusual fashion collection for International Lung Cancer Awareness Month. The Breathless Collection clothes and accessories replicate the early symptoms of lung cancer. The capsule collection includes a gilet, scarf, tote bag, shoes and coffee keep-cup, each designed to physically replicate the hidden weight, restriction and exhaustion that people with lung cancer may experience before diagnosis. Weighted fabrics and shoes as well as constrictive tailoring mirror symptoms too often dismissed as the toll of everyday life or aging.
The aim of the campaign for the UK cancer charity, focused on early diagnosis and survivorship, is to encourage people not to ignore warning signs such as breathlessness, fatigue, or a persistent cough or a change in cough lasting more than three weeks.
Throughout November, International Lung Cancer Awareness Month, the public and public figures, ambassadors and members of the Oireachtas are being invited to “walk in the shoes” of those living with undiagnosed lung cancer by wearing items from the capsule collection. Their experiences will be shared across social media to raise awareness and drive a national conversation on early detection and screening.
Participating retailers and independent boutiques around Ireland will host the samples inviting the public to try on the pieces, understand the symptoms and look out for those in their loved ones and friends.
A short film explains the collection:
The campaign includes a petition calling for the introduction of a National Lung Cancer Screening Programme.
Lung cancer still takes more lives in Ireland than any other cancer, across both men and women. While advances such as immunotherapy and personalised treatments are improving outcomes, early detection remains the key to saving lives. The five-year net survival rate for lung cancer in Ireland is just 24%, and while this has been slowly improving in recent years thanks to new treatments, awareness of symptoms remains worryingly low. Lung cancer survival rates are proven to improve dramatically when the disease is caught early but often the symptoms can be dismissed as simply the toll of daily life or getting older.
The collection was designed in collaboration with leading Irish cancer scientists and lung cancer survivors with the support of fashion stylist, Cathy O’Connor and the photography by Barry McCall.
Previous work by The Marie Keating Foundation includes its award-winning Big Check Up campaigns – including Ireland’s first poster to catch lung cancer with messaging that only revealed itself when someone coughed, and the innovative Filter Out Lung Cancer Snapchat AR lens.
Roisin Keown, CEO, The Brill Building commented, “This is a creative innovation that really can save lives. We know that lung cancer survival rates are proven to improve dramatically when the disease is caught early. However, too often the symptoms can be dismissed as simply the toll of daily life or getting older. What does fatigue or breathlessness feel like when it’s something to be concerned about? How will patients realise or loved ones notice? These are the questions creative team Peter Snodden and John McMahon asked. The Breathless Collection answers that.”
To amplify the campaign, Irish TD Deputy Catherine Ardagh, a long-time advocate for cancer awareness, took part by wearing pieces from The Breathless Collection. Her participation highlights both the urgency of early detection and the importance of political leadership in delivering change.
“By the end of the day, I could feel the literal weight of what this campaign represents,” Ardagh stated. “It captures powerfully the daily struggle people face when living with undiagnosed lung cancer.”
Liz Yeates, CEO of the Marie Keating Foundation, commented, “Lung cancer remains Ireland’s biggest cancer killer–claiming more lives each year than breast, prostate and colorectal cancers combined. We are calling on the government to introduce a national lung cancer screening programme without
delay, and we’re asking the public to join us by signing our petition and sharing this message. Early detection saves lives–and together, we can help ensure more people get the chance to survive.”
Credits
Client: Marie Keating Foundation
CEO: Liz Yeates
Head of Commuications: Cathy Curran
Marketing Manager: Jayne O’Toole
PR: Marie Keating Foundation
Creative Agency: The Brill Building
Founder & ECD: Rosin Keown
Creative Lead: Peter Snodden
Head of Operations: Eleanor McCarthy
Photography: Bond Studios
Photographer:Barry McCall
Content videography: Dylan Madden, Luke Sweetman
Director: Jamie Delaney
DOP: Albert Hooi
Edit House: Mustard Editors
Editors: Rob Hegarty, Anthony McCafferty, Emma Sidlauskas
Production Company: The Brill Building In-house
CGI: The Brill Building In-house
Sound: Locky Butler Studios
Media: Buymedia
