Thinkerbell’s film for Breast Cancer Network Australia is uncomfortable to watch. Truths often are. The Whole Story, challenges the simplified story of breast cancer.
The film features a painfully honest performance from actor, Brenna Harding, inspired by the lived experience of 37-year-old Bec Chan, challenging the familiar breast cancer narrative that people simply go ‘back to normal’ after active treatment ends. Harding’s dramatic monologue, and Exit director, Bonnie Moir’s, clever decisions, lay bare the visceral, hidden toll of a diagnosis, from destroyed libidos and silent relationship breakdowns to career displacement, brain fog, fear of recurrence and fertility loss.
The Whole Story spearheads the launch of a new brand platform, No Life Limited by Breast Cancer, created by Thinkerbell.
Jonny Rands, executive creative tinker at Thinkerbell, stated,“Most people assume that when active treatment ends, you just wrap things up and get on with life. The reality is far from that. With The Whole Story, we wanted to call out that myth and talk about what’s actually happening, in full.”
“It was crucial that the production carried the weight of this truth. Brenna’s performance comes straight from the real, unfiltered experiences of women living through it and Bec’s story is just one of many we’re telling. Ultimately, No Life Limited by Breast Cancer isn’t just an advertising platform, it’s an ongoing push to talk about the hard stuff and drive future change.”
The launch of the new platform coincides with new survey data from Breast Cancer Network Australia revealing a significant gap between public perception of breast cancer and the reality experienced by people affected by it. This gap has been shaped, in part, by the breast cancer narrative that has traditionally had the greatest visibility, with decades of awareness campaigns and extraordinary progress in detection, treatment and survival understandably influencing how breast cancer is perceived. The Whole Story seeks to widen that lens, bringing more of the breast cancer experience into public view.
Nearly 1 in 2 Australians (about 44% to 50%) will be diagnosed with cancer by the age of 85 (Cancer Council Australia). 1 in 7 Australian women will be diagnosed with breast cancer in their lifetime. Many survive now. The five-year survival rate is 93% for women and 87% for men. But that doesn’t mean the challenge, or the need for support, is over.
Rachel Carr, director of brand, engagement & income, Breast Cancer Network Australia, commented,“The progress we’ve made in breast cancer survival is extraordinary, but a survival statistic can’t tell us what someone experienced to survive, what breast cancer changed in their life, or what they may still be living with. Every day, we hear about the realities that sit behind the statistics: the physical and emotional impacts, changes to relationships and intimacy, fertility, work and finances, identity and fear of recurrence. We know that many of these experiences remain largely unseen or unspoken.
“That’s the purpose of The Whole Story. We want to bring more of these experiences into the public conversation and broaden people’s understanding of breast cancer. But this isn’t just about making the unseen visible. It’s about using that understanding to shape the support we provide, advocate for what people need and drive change around the things that can limit their lives.”
The film is directed by Bonnie Moir and produced by EXIT films. It’s now showing across cinema, BVOD/ SVOD and social. It coincides with an exciting new look for the network, that includes the evolution of their distinctive pink lady. The rebrand is supported by a campaign rolling out soon across owned, earned, shared and paid channels.
Credits:
Client: Breast Cancer Network Australia
Agency: Thinkerbell
Executive Creative Tinker: Jonny Rands
Lead Creative Tinker: Alice Dowdall
Head Production Tinker: Di Nash
Lead Tinker: Jessica Osrin
Production Company: EXIT Films
Director: Bonnie Moir
Managing Directors: Declan Cahill & Wilf Sweetland
Executive Producer: Leah Churchill-Brown
Producer: Luke Kneller
DoP: Max Walter
1st AD: Jason Faulkner
1st AC: Lachlan Wright
2nd AC: Darcy Gooding
VTR: Aaron Jones
Gaffer: Tommi Hacker
Elex Assist: Stephen Loats
Grip: Ryan Thompson
Grip Assist: Juan Gonzalez Lobo
Sound: Bart Bee
Production Designer: Leah Popple
Art Assist: Leigh Welsh
Costume: Oliver Lacoon Williamson
Standby Props: Nathan Wentworth
Hair & Make Up:
Nurse: Marika Graf
Casting: Nick Hamon Casting
Post Production: The Editors
Offline: Leila Gaabi
Colourist: Trish Cahill
Music & Sound: Rumble Studios
