Breast Cancer Network Australia has released a new short film, ‘The Whole Story’, to challenge the simplified story of breast cancer. The film spearheads the launch of a new brand platform ‘No Life Limited by Breast Cancer’ created by Thinkerbell.
It features an uncomfortably honest performance from actor Brenna Harding, and was inspired by the lived experience of 37-year-old Bec Chan. The film challenges the familiar breast cancer narrative that people simply go ‘back to normal’ after active treatment ends. Through a monologue, Harding laid bare the hidden toll of a diagnosis.
“Most people assume that when active treatment ends, you just wrap things up and get on with life. The reality is far from that. With ‘The Whole Story’, we wanted to call out that myth and talk about what’s actually happening, in full,” said Thinkerbell executive creative tinker Jonny Rands.
“It was crucial that the production carried the weight of this truth. Ultimately, ‘No Life Limited by Breast Cancer’ isn’t just an advertising platform, it’s an ongoing push to talk about the hard stuff and drive future change.”
The launch of the new platform coincides with new survey data from Breast Cancer Network Australia that revealed a significant gap between public perception of breast cancer and the reality experienced by people affected by it.
That gap has been shaped, in part, by the breast cancer narrative that has traditionally had the greatest visibility, with decades of awareness campaigns and extraordinary progress in detection, treatment and survival understandably influencing how breast cancer is perceived.
“The progress we’ve made in breast cancer survival is extraordinary, but a survival statistic can’t tell us what someone experienced to survive, what breast cancer changed in their life, or what they may still be living with,” said Breast Cancer Network Australia director of brand, engagement and income Rachel Carr.
“Every day, we hear about the realities that sit behind the statistics: the physical and emotional impacts, changes to relationships and intimacy, fertility, work and finances, identity and fear of recurrence. We know that many of these experiences remain largely unseen or unspoken.”
“That’s the purpose of The Whole Story. We want to bring more of these experiences into the public conversation and broaden people’s understanding of breast cancer.”
The film was directed by Bonnie Moir and produced by EXIT films. It has rolled out across cinema, BVOD/ SVOD and social. The film coincides with a new look for the network which includes the evolution of their distinctive pink lady. The rebrand will be supported by an integrated campaign rolling out across owned, earned, shared and paid channels.
Credits:
Client: Breast Cancer Network Australia
Creative, Media & Earned: Thinkerbell
Director: Bonnie Moir
Production: EXIT Films
Post Production: The Editors
Music & Sound: Rumble Studios
