Comedians urge women to get 'hands on'
Comedians Claire Hooper and Fiona O’Loughlin star in a new radio campaign urging WA women to check their breasts for cancer.
Produced by The Brand Agency, the Breast Cancer Care WA campaign is based on the premise that if women get “hands on” with their breasts, they have a much better chance of catching cancer early.
SOUND FILE: Get hands on ‖ SOUND FILE: Size doesn't matter
Statistics show that one in eight women will be diagnosed with breast cancer and early detection is the best way to increase their chances of survival and successful treatment.
The radio adverts replay conversations between O’Loughlin and Hooper.
They are intentionally light-hearted spots, designed to break down the stigma or embarrassment women might have about checking their breasts. They play on the idea that cancer does not discriminate — all women are vulnerable no matter the size of their breasts.
Produced by Eardrum Sydney, the scripts were written by WA Copywriter of the Year, Melita Masters.
The Brand Agency group business director Morgen Lewis said it was an important campaign.
“It was tricky to find a way to broach the subject without sound tacky or using cheap boob jokes,” she said.
“It was a masterstroke by Ralph Van Dijk to cast Fiona and Claire as it immediately made the message more engaging.”
Breast Cancer Care WA has been providing personalised emotional, practical and financial support and care to people affected by breast cancer since 2000.
It receives no government support and relies on the generosity of the WA community through event fundraising and donations.
For the step-by-step breast-aware, self-assessment guide or to donate to this worthy cause visit breastcancer.org.au.
