Our idea was simple; let’s deliver this message in the most powerful and poignant way, using the real women suffering from terminal breast cancer. They won’t be the last ones to die of breast cancer, but for the first time in history, they can imagine a future where there will be a last.

We created a powerful online film that introduced real women with terminal breast cancer. From the online film you could interact to meet these women and navigate through a webseries that we created to share their emotional stories.

We made the concept of ‘The Last One’ famous by asking breast cancer sufferers themselves to deliver their own personal and powerful message - that they won’t be the last one to die of breast cancer, but thankfully, there will be last.

This was an in-depth and authentic look at the lives of those with secondary breast cancer on a level never before seen. The Last One launched to huge media attention, with the webisodes featuring on major news media across the globe. Online the films have been viewed upwards of a million times, with some of the women going on to appear in talk and chat shows. The webisodes have helped to make the Last One a phenomenally successful campaign, raising brand awareness to record levels.