We’re Breast Cancer Now. Until We’re Breast Cancer Never

How does a breast cancer charity cut through when only a third of the UK knows it exists, in a category crowded with pink ribbons and stereotypes?

Breast Cancer Now needed to reintroduce itself to the nation. To achieve our vision that, by 2050, everyone with breast cancer will live and live well, we need people to understand who we are, seek our support and join our cause.

Created with Ogilvy UK, our 60-second film became the defining expression of a new brand platform: Change Happens Now.

Rather than relying on familiar category tropes, the film places audiences alongside women living through the reality of breast cancer. Every woman featured had personal experience of the disease, bringing an emotional honesty that audiences recognised. Through moments of fear, uncertainty, resilience and hope, viewers experience both the devastating impact of breast cancer and the progress made possible through Breast Cancer Now's research and support.

The film was the centrepiece of a national integrated campaign, designed to build awareness, deepen understanding and inspire action at scale.

The impact was immediate. National awareness increased from 32% to 35% YoY (YouGov), agreement that Breast Cancer Now is "different to other charities" rose 6%, and launch week drove a 164% increase in homepage views. Research found 94% described the film as authentic, with "hopeful" as the dominant emotional response.

More than a brand re-launch, the film helped people see breast cancer differently: not as a done deal, but as a cause where change can happen, now.