Breast Cancer Now

We’re at our best when we work hand-in-hand with brave clients. With Breast Cancer Now, that bravery meant rewriting the rules of how breast cancer is talked about. For years, the breast cancer category had been dominated by pink ribbons, fun runs, and campaigns of defiance. But for people actually living with the disease - especially secondary breast cancer - that language could often feel hollow. Behind the slogans sat a deeper human need for honesty, empathy, and recognition. People don’t always feel like warriors. Sometimes they just want to be understood. Together we created a series of activations and campaigns grounded in the unfiltered human truths of the disease - fear, fatigue, resilience and, above all, the need to feel seen.

On social, we peeled back the mask of “I’m fine” to expose the emotions that often stay buried. Typography, film and personal testimonies revealed the silence patients live with every day.

Each activation has been born from true collaboration with the charity and the people it supports. Work that cuts through clichés, sparks honest conversation, and honours the real voices of those living with breast cancer.