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Instagram x Leo Burnett Bare All In NSFW Breast Cancer Care ‘Booberang’ Campaign
By Yoon Sann Wong, 05 Oct 2018
For Breast Cancer Awareness month of October, creative agency Leo Burnett London has developed a pro bono campaign for UK’s Breast Cancer Care foundation.
Together with Ridley Scott Associates and Instagram, Leo Burnett London launched ‘Booberang’, its Breast Cancer Care campaign inspired by Instagram’s ‘Boomerang’ feature.
“Breast cancer is the most common cancer in the UK. One in eight women will develop breast cancer in their lifetime, with nearly 62,000 people being diagnosed with breast cancer each year,” explained the creative agency inside a press release.
“We know that a third of women do not check their breasts regularly and 20% don’t know how to check,” emphasizes Breast Cancer Care on its ‘Booberang’ campaign page.
To raise awareness about breast cancer awareness, Leo Burnett London launched this 60-second ‘Booberang Breast Check’ video to educate women on how to conduct regular and correct checks on their breasts.
Since bosoms don’t come in one shape, size, and skin tone, the colorful spot vibrantly showcases an array of breast types in a lighthearted, yet educational, style.
The campaign includes infographics that can be selected according to breast size and color, before being shared on social media.
Women can also use Instagram’s ‘Boomerang’ feature to create their own ‘#booberang’, albeit fully clothed since the social media network has yet to ‘#FreeTheNipple’.
Unlike Instagram’s censorship on female nipples, this film, made with an all-female cast and crew, bares all in a no holds barred NSFW breast check tutorial.
“It’s so important that women, whatever their age, feel confident about how to check their breasts and know what’s normal for them,” says Samia al Qadhi, Chief Executive of Breast Cancer Care, “it could save their life. This innovative, engaging campaign will help equip and empower thousands with the tools to be breast aware for life.”
More information about the campaign can be found on the Breast Cancer Care website. Those keen on consulting a breast care nurse can call the Breast Cancer Care helpline on 0808 800 6000.
[via Leo Burnett London, video via Breast Cancer Care, images via video screenshot]
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