freuds provided strategic counsel to ensure The Estée Lauder Companies UK Breast Cancer Awareness campaign stood out from the ‘pink fog’ of October, through developing a campaign with a unique sense of purpose, focusing on the often overlooked area of ‘what happens afterwards’, whilst also staying true to The Estée Lauder Companies brands and beauty estate.
Statistics show that one in eight UK women will get breast cancer but thanks to scientific breakthroughs, 87% of them will survive for at least five years. Given that so many people are touched by breast cancer in some way, the provocative UK BCA campaign looked to speak to all breast cancer ‘survivors’, including those that have recovered or are still having treatment, and friends or family members that have supported or sadly lost loved ones to the disease.
It did this through publishing a first of its kind beautifully designed collection of advice and anecdotes, crowd-sourced from real people who have been affected by the disease, called ‘Afterwards: Reflections on Life Beyond Breast Cancer’. The campaign was also fronted by a 47 year old London mum and real breast cancer survivor Paula Beetlestone, who starred in a stunning photoshoot, which initially appeared to be for a new fragrance, but in fact launched the ‘Afterwards’ campaign, and appeared on a the iconic Piccadilly Circus billboard.