#ThisIsMeNow

When Breast Cancer Now launched its bold new brand in March 2026, we didn't just want to announce a new look. We wanted to start a movement – involving the raw, honest and authentic experiences of people living with and beyond breast cancer in the UK right now.

#ThisIsMeNow invited the breast cancer community to share a 'then' moment from diagnosis or treatment alongside a 'now' moment from their current reality. Built with Ogilvy UK, the campaign seeded through ambassadors and influencers – including Strictly's Amy Dowden, comedian Laura Smyth and presenter Jacquie Beltrao – gave the campaign immediate reach and credibility.

The results exceeded every expectation. 355+ community posts. Nearly 4 million views. 133,000 engagements. Crucially, 91% of all content came from people we'd never briefed, and 89% of Instagram posts tagged our account. And 71% of views on collaborated posts were from non-followers. National media picked up stories from key participants, amplifying the campaign far beyond social.

With 200 stories are now permanently archived. The campaign proved a powerful point, the most powerful voice Breast Cancer Now has is the community itself.