Bröstcancerförbundet
The people who stand behind
the why and how
Bröstcancerförbundet needed more people to give, and ideally to stay on as monthly donors.
Few people get breast cancer themselves, but almost everyone stands next to someone who does. Vi står bakom, “we stand behind”, is what Bröstcancerförbundet does, and it’s also what all those partners, friends and communities do. So instead of only telling the patients’ stories, we told the stories of the people behind them.
the what
The campaign
Standing behind someone rarely looks heroic. It looks like choir practice, or a dance with your husband. For Camilla it was the choir around her, and for Veronica it was her husband and the dancing they share. We filmed both stories for real, in the places that mattered to them, so that anyone watching could recognise their own version: their own choir, their own partner, their own way of being there. The films led the campaign, backed by articles, digital ads and print ads across Bröstcancerförbundet’s own channels and social media.
The print
Samuel Unéus shot the portraits. I did the design and the final art, so the same faces and the same idea carried from the films into the print ads.
Who did what
I was Creative Director on this one at Tale, and also designed the digital ads and did the final art for the print ads myself. I made it with Maria Lundqvist as account manager, Emelie Omnell as producer and Emira Ramić, who edited and wrote the articles. Erik Zidén filmed, Ludvig Gür cut the films, and freelancer Samuel Unéus shot the portraits.
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