National Breast Cancer Centre (NBCC)
NBCC says no more excuses...

To coincide with this year's National Breast Cancer Awareness Day, NBCC will be launching a dynamic animated 30 second TVC created by RPBROWN: 'Breast cancer won't wait. Everything else can.'

The theme for the breast cancer awareness commercial and the striking creative treatment of this delicate subject is driven by the disturbing revelation that many women are making excuses to delay the investigation of a breast change they may have discovered.

"National Breast Cancer Centre research has shown that many women delay seeing their doctor about a change in the look or feel of their breast. A common reason given for this is that they are too busy and don't have time," says Jane Salisbury from the National Breast Cancer Centre.
"As our current campaign implores - no matter how busy you are, your health should always be a priority, as early detection is critical to surviving breast cancer," Jane adds.

In developing the core message of the campaign theme, RPBROWN teamed with John Kratovil of RKA Animation, Paul Smith of DAT Studios, Adrian Barac of Montage, and the talented voices from Blah Blah Blah, to realise a concept which treats the issue of breast cancer with sensitivity and empathy.

"The challenge for us from a creative viewpoint, following our discussions with NBCC's Jane Salisbury and Dr Helen Zorbas, was that the message not be alarmist - after all, 9 out of 10 breast changes are not due to breast cancer. However, it was necessary to urge women to be proactive - to act quickly - if they discover a breast change," explains Craig Kirchner, Creative Director, RPBROWN.
"Postponing seeing your GP when a breast change is discovered was identified by the National Breast Cancer Centre as a major problem that needed to be addressed in the campaign," he adds. "This led us to the 'excuses' focus of our creative. I think we're all guilty on occasions of offering up excuses or attempting to push difficult things into the background until we think we're ready to confront them - unfortunately, when it comes to breast cancer, there's simply no time," Craig emphasises.

National Breast Cancer Awareness Day is Monday 22 October, 2007.