Background
- Breast Cancer Now, a leading cancer charity, wanted to come up with a campaign to underscore the critical value of time for individuals living with incurable secondary breast cancer.
- They wanted to draw public attention to the harsh realities faced by those affected and the ongoing necessity for advanced research.
- It was driven by the charity’s commitment to help patients reach future key milestones, despite the grim prognosis often associated with secondary breast cancer.
Action
- In partnership with the London agency BMB, Breast Cancer Now curated the “Gallery of Hope” exhibition at the Saatchi Gallery.
- The event was designed to feature both professional photographs and AI-generated images depicting the future aspirations of those living with the disease.
- This initiative was complemented by an online gallery, a robust social media campaign running through the end of March, and a documentary directed by Jess Ayles, aimed at further amplifying the campaign’s message post-exhibition.
Results
- The campaign effectively highlighted the personal stories and future hopes of individuals battling secondary breast cancer, fostering greater public empathy and understanding.
- By bringing different narratives into the public eye, the campaign likely boosted awareness and support for the charity’s research efforts.
- Specific results in terms of fundraising, public engagement, or research advancements were not detailed, but the campaign’s emotional impact and its reach through various media suggest a successful outcome in raising both awareness and support.
Marketing Lesson
- The “Gallery of Hope” campaign illustrates the power of emotional storytelling in marketing, particularly for non-profit organisations.
- By focusing on the human aspects of the disease—specifically the future moments patients hope to experience—Breast Cancer Now effectively connected with their audience on a deeply personal level. This approach not only humanizes the abstract statistics often associated with medical conditions but also emphasizes the urgency and importance of supporting medical research.
- Marketers can learn from this campaign that combining traditional media (like photography) with modern technology (AI-generated images) and real stories can create a compelling narrative that drives engagement and support.
