A Love/Hate Relationship 

UK charity Breast Cancer Now asked us to create a film to mark Breast Cancer Awareness Month, with the aim of amplifying its ‘Check Them’ awareness campaign.

This called for a fresh approach, something that had never been done before and we identified an opportunity to tell the whole story, to celebrate the love/hate relationship women have always had with their breasts. We talked to woman across the UK from a diverse range of age, ethnicities and backgrounds about their experiences – they were eager to share their stories and talk openly, often for the first time.

We turned to animation to bring the stories to life; diversity and inclusion were an important consideration and the freedom of this format would enable woman of all backgrounds to identify with the content. We approached award-winning filmmaker, Anna Ginsburg to produce the piece – the result charts the relationships women have with their breasts over the course of their lives and ends with the simple, yet compelling call to action: ‘Love Them. Hate Them. Check Them.’

The piece logged above average click through rates for Facebook and Instagram ads, was selected as a ‘Best of the Month Staff Pick’ by the Vimeo Curation Team and named a ‘Videos for Good’ category nominee at the 2020 Vimeo Awards. A Love/Hate Relationship has already garnered two CLIO Health honours for Film and Film Craft, and was named the Healthcare category winner at the 2021 Brand Film Awards.