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Fitness & McCann's Breast Cancer Awareness Ad


Award-winning artists Alison Carmichael and Luke Kirwan donate their time for the cause

Fitness & McCann's Breast Cancer Awareness Ad

McCann London has created a nationwide outdoor campaign in partnership with Nestlé Cereals brand ‘Fitnesse’, to inspire and remind women to check their breasts for breast cancer. The campaign will run 21st October – 3rd November, during Breast Cancer Awareness month, and forms part of the global ‘Paint the World Pink’ campaign. The ad will be seen in female changing-rooms in high-street stores across the UK.


The print advert shows an upturned bowl resembling a breast with simple instructions on how to carry out a self-check. The use of the cereal bowl is a simple and sensitive way to remind women to check their breasts for lumps and other potential symptoms of breast cancer, without the visual being intimidating or graphic.    

The poster features hand lettering by the award-winning artist Alison Carmichael who was keen to help support the cause, and donated her time to create the work. Her hand lettering emphasizes the truly personal nature of the breast check and mimics the use of the hand in the process, which seemed a perfect fit for the campaign.


Award-winning photographer Luke Kirwan, who also chose to donate his time to the cause, shot the advert which will be shown in female changing rooms across 50 locations: 1175 changing room panels across 174 Evans stores and 690 panels across 103 Wallis stores. The intimate positioning of the posters reflects the intimate nature of the breast check.

Commenting on the campaign, Marketing Director Ronnie Parry at Cereal Partners said “Fitnesse is a brand that champions women, and helps to encourage them to a healthier lifestyle.  I feel this activity, through eye-catching, thought provoking creative, really encourages women to focus on looking after themselves. We are proud to support such an important cause, and grateful to Alison and Luke for their generous contributions.”

Agency Credits:

Brief: To remind women to check their breasts for symptoms of breast cancer

Client: Cereal Partners

Agency: McCann London

Creative Directors: Sarah Clift and John Hurst

Art Director: Sarah Clift

Copywriter: Sarah Clift

Photographer: Luke Kirwan

Typographer: Alison Carmichael

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McCann EMEA, Mon, 28 Oct 2013 12:19:00 GMT