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UK breast cancer campaign tackles confidence failings

Breast Cancer Care aims to address negative impact on how women feel about their bodies


Breast Cancer Care has launched a campaign designed to boost body confidence in women affected by breast cancer.

A survey carried out by the charity demonstrated that 88 per cent of women with the disease feel it has had a negative impact on how they feel about their bodies.

More than 70 per cent of the 603 respondents said that it made them feel less confident about their bodies, while 68 per cent said that breast cancer has affected their sexual and intimate relationships, said the charity.

The campaign is inspired by the survey and is intended to convince those affected that it is possible to find confidence after breast cancer, and to show them that support is available.

Working with marketing consultant Arthur London, the campaign consists of posters and a film (produced pro bono). Designed to highlight the potential for post-recovery body confidence, they share the images and stories of a number of women, all of whom reveal their mastectomy scars.

The campaign comes as part of a wider rebrand, also overseen by Arthur London. Breast Cancer Care is the only specialist breast cancer support charity working throughout the UK, but says that only one in 100 people knows of it.

Launched on September 26, the campaign will be driven through Facebook, Twitter and Adwords. Breast Cancer Care's corporate partners – including Asda, QVC and Dorothy Perkins – have pledged their support.  Also backing the campaign is relationship charity Relate.

In addition, Breast Cancer Care has published a new patient resource, 'Your body, intimacy and sex'. Written by nurse experts, it covers common patient experiences and concerns, and includes a prompt list to help those affected raise sensitive subjects with healthcare professionals.

Article by
Tara Craig

1st October 2013

From: Marketing, Healthcare

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