Campaign’s Authentic, Raw Images, Showcase the Real Moments of a Breast Cancer Experience
In a single moment, a person’s life can change forever. This is especially so for the 3.8 million women and men who have survived or are living with breast cancer. In preparation for National Breast Cancer Awareness Month, Susan G. Komen®, the world’s leading breast cancer organization, today launched a new integrated marketing campaign, called “Moments,” which seeks to pull back the curtain and provide an intimate look at the stark reality of the breast cancer experience.
The “Moments” campaign is part of an ongoing evolution in the organization’s focus on breast cancer patients and those living with metastatic breast cancer. The PSAs feature powerful, authentic imagery that connect viewers to the realities of breast cancer and the support needed.
“After more than three decades of celebrating survivors, some people believe that breast cancer is easily treatable or already cured,” said Dana Brown, Komen’s Senior Vice President, Chief Strategy & Operations Officer. “Every two minutes someone in the U.S. is diagnosed with breast cancer and their life changes forever. But thanks to the generous support of people all over the country, they can find hope and comfort in knowing they are not alone – Komen is here to support them every step of the way.”
The campaign uses images from photographers Anna and Jordan Rathkopf and Jennifer and Angelo Meredino, who documented their personal breast cancer journeys as a means of therapy to help cope with and process their new reality.
Anna and Jordan faced breast cancer as a young couple and new parents. From the moment Anna found a lump in her breast on her 37th birthday, nothing was ever the same; not for her or her husband Jordan or their two-year-old son, Jesse. Breast cancer turned daily life for this young family upside down, with chemotherapy, surgeries and doing everything necessary to save Anna’s life.
For Jennifer and Angelo, their journey began five months after a fairy tale wedding in Central Park. Angelo, a professional photographer, documented her journey. While their friends were buying houses and starting families, Jen and Angelo were choosing cancer treatments and grappling with the financial burdens of breast cancer. Jen had a double mastectomy, chemotherapy, radiation and reconstructive surgery all before the newlyweds celebrated their first anniversary. Even after Jennifer’s death from metastatic breast cancer, their photos are a lasting legacy honoring life and love.
More than 42,000 women and men die each year from breast cancer in the U.S. alone. Through this campaign, Komen seeks to focus the nation’s attention on the startling realities and toll of the disease. The campaign includes TV, radio, print, out-of-home, and digital PSAs, and directs people to komen.org to learn more and discover ways to get involved and give. The new creative is being distributed to media outlets nationwide via Plowshare and will run in donated time and space.