A groundbreaking campaign starring Elaine C Smith has been launched to highlight the signs and symptoms of breast cancer.
The advert is the first in the UK to show real pictures of women’s breasts with visible signs of breast cancer.
It features Scottish actress Elaine C Smith, who lost her own mum to breast cancer, holding a series of placards illustrating the symptoms of breast cancer.
The advert carries the message ‘Lumps aren’t the only sign of breast cancer’, so that women know how to spot the signs.
The campaign was developed on behalf of the Scottish Government by The Leith Agency (Guy Vickerstaff, Head of Art & Phil Evans, Copywriter), directed by Alex Telfer and produced by MTP.
Phil Evans said: “The point of this campaign is to inform women of the early signs of breast cancer. Showing these respectfully and in a non-sensationalist way, while also keeping the TV regulators happy, was the first requirement. But we wanted to do more than that. We wanted woman to sit up and take note of this ad. So we made it look like the ad was delivered by a naked Elaine C Smith. Once we'd decided on that, it set the tone for everything else. The finished ad is stripped back and laid-bare. A straighforward but heartfelt appeal to every woman in Scotland”
Brian Coane, Partner at The Leith Agency added: “Breast cancer is a well-publicised issue. But evidence shows that people often don’t know some the symptoms and the need for early detection. We hope this powerful campaign will help normalise the discussion of breast cancer symptoms and provide clarity and confidence around the possible signs and symptoms.”
The breast cancer campaign is part of the Scottish Government’s £30 million Detect Cancer Early drive, which aims to increase the early detection of cancer by 25 per cent, saving more than 300 lives a year by the end of the next Parliamentary term.