Breast Cancer Now's Royal-Themed ‘Ma’ammogram’ Highlights the Importance of Breast Screening

Breast Cancer Now, the research and support charity, has launched a tactical campaign to encourage people to attend breast screening when invited.

The royal-themed campaign, created by creative agency BMB, will run during the Platinum Jubilee weekend. With millions expected to celebrate the Queen’s 70 years on the throne, Breast Cancer Now’s outdoor and social ads employ a patriotic, Jubilee themed look and a clever play on words, urging people to book or attend their ‘Ma’ammogram’ screening.

The ad breaks on 1st June across Out of Home, print and social and will run over the four days of the Platinum Jubilee celebratory weekend, until Sunday 5th June, with the simple message: “A reminder this Jubilee weekend: when invited, please go for your Ma’ammogram”.

As part of the campaign an AdVan will be driving around strategic London locations to target well-wishers in a royally relevant environment.

Breast Cancer Now has been highlighting its concerns about the impact of the disruption caused by the pandemic on breast screening since 2020. The charity has now launched this campaign in response to data published earlier this year revealing that, despite the hard work of NHS staff, around one million fewer women across the UK had breast screening in 2020/21 compared to the previous year, due to this disruption.*

Sally Kum, associate director, Nursing and Health Information at Breast Cancer Now comments: “There has been a significant drop in the number of women having breast screening which in turn has meant fewer women being treated for breast cancer. While breast screening comes with some risks to be aware of, we encourage women to attend when invited as the earlier breast cancer is diagnosed, the higher the chance of treatment being successful. Anyone concerned about breast screening can contact our expert nurses on our Helpline, 0808 800 6000. We’re here.”

Lurline, 58, a retired Dental Hygienist with two children says: “I owe my life to the NHS breast screening service. The invitation of a screening detected my cancer early and with subsequent treatment, I am now living cancer free! Thank you NHS breast screening service!”

Claudia Wallace, managing director at BMB adds: “We are using this opportunity - when the nation will be gathering together to mark an important ‘Ma’am’, to create a united front on behalf of Breast Cancer Now and NHS breast cancer screening to help increase uptake of this important service.”