Every year, 17,000 Dutch women and 100 men are diagnosed with breast cancer (including precursor stages). 20% to 25% of these diagnoses are made in people younger than 50 years of age. That is why the Alexander Monro Hospital is launching the Breast Cancer Alphabet together with the Breast Care Foundation and TBWANeboko. The Breast Cancer Alphabet is part of the Know Your Breasts campaign. The Breast Cancer Alphabet presents 26 factors and symptoms related to breast cancer in a striking and accessible way.
Marjolein de Jong, former oncological surgeon, director of the Alexander Monro Hospital and founder of the Breast Care Foundation, emphasizes the urgency of this campaign: ‘In the Netherlands, 1 in 7 women will be confronted with breast cancer at some point in her life. About 20% to 25% of them are younger than 50 years old. That is why awareness and education are extremely important. The sooner we can diagnose women and also men, the greater the chance of a cure.’
The ‘Know Your Breasts’ campaign aims to help young adults in the Netherlands get to know their breasts and the 26 factors of breast cancer. The Breast Cancer Alphabet illustrates important factors and common symptoms of breast cancer using the letters of the alphabet.
Hannah Sterke & Nina Mispelblom Beijer, Creatives TBWANeboko: ‘By creating this campaign we learned how few people are familiar with the symptoms of breast cancer. We all know the familiar lump, but there are so many more symptoms and factors to look out for. We could even fill an entire alphabet with it. Hopefully our alphabet will provide a reminder for all men and women in the Netherlands, and breast cancer can thus be detected earlier.’
The Breast Cancer Alphabet was launched in Utrecht with a photo in which 26 patients, doctors, nurses, family members and friends of breast cancer patients posed with a letter of The Breast Cancer Alphabet in front of their chest. Support for the campaign came from Floortje Dessing and Jörgen Raymann, among others.
Darre van Dijk, CCO TBWANeboko: ‘At TBWANEBOKO we like to use our creative talent for charities that are close to our hearts. The ‘Know Your Breasts’ campaign is an excellent example of how creativity and communication can be used to draw attention to this important topic.’
Figures from previous research at the Alexander Monro Hospital:
– 1 in 5 women rarely or never checks their breasts.
– 84% of women are not aware of the twelve most common symptoms of breast cancer.
– 85% of women are unaware that most symptoms are visible in the breasts.
Credits:
Clients: Alexander Monro Hospital/Breast Care Foundation
Bureau: TBWANeboko
PR: Ovide Agency
Media agency: EssenceMediacom
Production: Make
Fotograaf: Maxime Cardol (represented by Czar Amsterdam)
DOP: Tom Enzler
Sound: Joris Prakken
Campaign launch location: Jaarbeurshallen Utrecht
Technology: Raam Digital Cinema BV
2023-10-03 10:34:00
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