Catherine Laz
Copywriter
CANCER RESEARCH UK
BE IN THE KNOW



Insight: women are afraid to look for and finding signs of breast cancer.
Brief: encouraging women to look for early signs of breast cancer in order to avoid complications at a later stage.
Media: Press ads, banners ads
Copy:
When the cancer nurse told me that breast silicone prostheses were called chicken fillet I was still in shock. The oncologist had just told me that I had breast cancer and had to have a mastectomy, a total ablation of the breast. “Can I keep the nipple?”, I naïvely asked. The nurse gently replied “no” without elaborating.
I didn’t opt for reconstruction and I’ll have to wear a prosthesis inside my bra forever. I knew nothing about this, maybe because nobody talks about it. I wish I did, it would have somehow softened the blow and made me feel less like an idiot.
Learn about research and prevention of breast cancer before you’ll have to wear one of them. Even if you’re vegetarian like me.
Visual: a red onion cut in two
Headlines: Get them checked
Because tears won't bring them back
Visual: a cauliflower floret & a silicone prosthesis given to wear after a mastectomy commonly called breast fillet" by oncologists.
Headlines: "I am vegetarian
but I'll have a chicken fillet"
Visual: a portobello mushroom + button mushrooms
Headlines: A shape
could hide another