The Beautiful After Breastcancer Foundation

A succesful campaign to raise awareness and funds for research and practice of reconstructive breast surgery.

Client

The Beautiful After Breastcancer Foundation

Sector

NGO

Goal

AWARENESS

The challenge

The Beautiful After Breastcancer Foundation (BABC) was established in 2011 to raise awareness and funds for research and practice of reconstructive breast surgery.

The main goal of the Beautiful After Breast Cancer Foundation is to create more awareness around being well and feeling well after the diagnosis of breast cancer. They focus mainly, but not exclusively, on the period after oncological treatments. They go further and want to make a reconstruction of life instead of ‘just’ the reconstruction of the breast.

In addition to a lack of information, reconstructive breast surgery struggles with a lack of funding, and patients regularly have to pay out of pocket to obtain the care they need.

The solution

We felt it was important bring emotion to the story. That’s why we decided to tell the story through the eyes of a child who’s mother was diagnosed with breast.

Cancer isn’t an easy topic to talk about and it’s a subject adults want to avoid. But
children can be brutally honest. Sometimes, their innocence is exactly what we
need to open up the conversation on a subject that’s considered taboo.

So we told the mission and vision of BABC from a child’s perspective, without
mincing words. The message was gripping, yet oddly unthreatening or sad. It said:
“you’re not alone. As long there are organizations like BABC out there, we’ll help
you heal.”

The result

After the series was released, BABC noticed a significant increase in awareness. Traffic to their website increased by 240% and they gained a significant bump in donations to support the foundation.

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