The campaign raised the provocative question: what happens after breast cancer?

Insight, through extensive research, showed that this topic is all too often ignored. A first-of-its-kind book of personal stories and advice, crowd-sourced by real people who have been affected by the disease was published. Afterwards: Reflections on Life Beyond Breast Cancer engaged media and reached survivors with an entirely new message.

The book was launched through a tactical billboard ad and supporting film featuring breast cancer survivor Paula Beetlestone. The creative execution featured the pink ribbon, which was created by Evelyn H. Lauder to launch The BCA Campaign in 1992. Now synonymous with breast cancer awareness, the pink ribbon was ‘lengthened’ to symbolise a shift towards deeper consideration about what happens afterwards.

The billboard ad at Piccadilly Circus appeared to be a classic Estée Lauder Companies’ perfume advertisement but was in fact for the breast cancer campaign, Afterwards.

A strong package of assets focusing on the relatively untapped psychology of survivorship enabled the campaign to maintain a steady flow of coverage across October.

A compelling news package outlining the lesser-known physical and psychological issues faced by women following a breast cancer diagnosis was picked up widely by national news outlets.

A tactical PR activation saw the imagery of breast cancer survivor Paula Beetlestone appear on a billboard at one of the world’s most photographed landmarks, Piccadilly Circus.

Global BCA Campaign Ambassador, Elizabeth Hurley, shared her personal experience of breast cancer in media interviews during October. She illustrated a myriad of ways in which people can show their support to breast cancer survivors through their own personal ‘actions’.

Finally, to infiltrate as broad a range of media outlets as possible, contributors to Afterwards shared their personal stories with journalists, offering their advice on adjusting to life after breast cancer.

The campaign succeeded in championing and increasing awareness around what happens afterwards, generating more conversation around survivorship than any other breast cancer campaign in October 2015.

Afterwards resonated strongly with media and had a reach of 130 million through entirely positive PR coverage in outlets including BBC News, Sky News, Mail Online and The Huffington Post. An hour-long special of ITV’s Loose Women was also secured, built entirely around the Afterwards campaign.

The e-book was downloaded approximately 2,000 times, which, for context, typically would have seen it featured in The Sunday Times’ Bestsellers top 10 non-fiction chart.

The campaign’s first-of-its kind support has seen an overwhelmingly positive response from breast cancer survivors and charities alike:

“The Afterwards book should be part of every cancer centre as it’s full of good advice and practice.”

“I’m sitting here with tears streaming down my face. What a moving and powerful piece of work.”