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Recreated Renaissance Masterpieces Show How Knowledge Beats Breast Cancer

02/10/2017
Advertising Agency
Auckland, New Zealand
190
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Campaign created by Colenso BBDO

Breast Cancer Foundation NZ and Colenso BBDO and have launched 'The Survivor's Collection' for breast cancer awareness month this October.

These pieces have now been reimagined as stunning photographs featuring Kiwi breast cancer survivors. Their breast cancer was detected and treated with the knowledge of modern medicine. They were photographed by award-winning photographer Steven Boniface and will be displayed at the Auckland Art Gallery.

The campaign encourages women to regularly self-check for the signs and symptoms of breast cancer. If breast cancer is detected and treated early, women have a significantly better chance of 10-year survival.

Says BCF representative Evangelia Henderson, CEO of Breast Cancer Foundation NZ: "While the hidden danger within the original is tragic, we also wanted to show that with the right knowledge and awareness, breast cancer can be overcome. That's shown through the celebration of three women in our Survivor's Collection.

"With the knowledge we have today, breast cancer is a disease that can be overcome and that's the story we wanted to tell through the Survivor's Collection. Just look at how far we've come in being able to treat it when you compare the tragedy of the original masterpieces to the brave women who feature in our recreations. Hopefully, they will serve as a reminder to us all that we should stay breast aware." 

Says Angela Watson, head of account management, Colenso BBDO: "We would also like to personally thank the amazing women who feature in our portraits - what they have done is courageous and inspiring."


Agency: Colenso BBDO

Client: Breast Cancer Foundation New Zealand

Evangelia Henderson, CEO, Breast Cancer Foundation NZ

Kim Barker, Digital Communications Manager, Breast Cancer Foundation NZ

Survivors: Shona Kelway, Anete Smith, Kelly McDiarmid

Photographer: Steven Boniface

Stylist: Sarah Cooper

Hair & make-up: Natalie Clements

Retouching: Jason King

Post-production: Creature

Colourist: Pete Ritchie

Audio: Franklin Road

Special thanks to Auckland Art Gallery


To find out more about the campaign and learn how to stay breast aware, go to breastcancerfoundation.org.nz.

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