The scenes in a brand new marketing campaign from nonprofit GirlvsCancer might make some viewers uncomfortable—and never simply because the ladies in them are speaking about most cancers.
In maybe essentially the most provocative advert, a lady named Ava reveals her analysis of breast most cancers. She describes going by radiotherapy, then combating problems with egg freezing and hormone blockers. In the meantime, she’s considering one thing she couldn’t say aloud to her physician: “I’ve received most cancers. I deserve the wickedest slam.”
Over the course of her monologue, Ava reaches climax.
“Some folks will discover this uncomfortable, and we’re advantageous with that,” stated Helen Rhodes, govt inventive director of BBH London, the company behind the marketing campaign. “We would like a powerful response, for folks to speak about this.”
GirlvsCancer’s marketing campaign addresses two taboos: most cancers and feminine sexuality. Whereas it’s nonetheless uncommon to see candid depictions of ladies’s sexuality on display, it’s even rarer for that subject to come back into the most cancers dialogue.
The group, whose work facilities on erasing stigma and supporting these dealing with most cancers, needs to alter that. It highlights the statistic that 60% of ladies with most cancers say they expertise sexual dysfunction.
“What folks don’t have a look at once they consider most cancers is all of the nuances. It doesn’t simply impression the physique; it impacts your sense of self and all of the issues that make a totally fashioned human, together with intercourse and intimacy,” stated Lauren Mahon, founding father of GirlvsCancer. “Intercourse is a big a part of the human situation. Everybody deserves to really feel love and intimacy and pleasure.”
When Mahon was recognized with breast most cancers seven years in the past, on the age of 31, she stated she grappled with the identical fears about remedy and therapeutic as others in her place. However feeling remoted, she additionally fearful: “I’m single and on [dating app] Hinge. How am I meant to re-enter the world of courting?”
GirlvsCancer’s marketing campaign offers voice to experiences like these, subverting the standard narratives about most cancers.
Intentionally provocative
Two years within the making, the marketing campaign’s daring tagline is: “Most cancers received’t be the very last thing that f*cks me.”
Billboards with the road alongside close-up pictures of nude girls will run throughout London. Photographer Katie Burdon captured the pictures.
