Keeping abreast: Case study

The challenge

Breast cancer reconstruction support charity Keeping Abreast tasked us with creating a video to reassure and support women considering breast surgery, and to convey the ethos of the charity.

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The solution

After some research and development of ideas we decided to shift the focus away from cancer and surgery, and onto the lives and personalities of women who have gone through treatment and been supported by Keeping Abreast. We wanted to emphasise that a person’s life, and who they are, is more important than their illness and treatment. The video would be hosted on the charity's website, which is full of facts and information. This meant we were free to create an emotional resonance with viewers - allowing them to think, 'that is me' or 'that could be me', and hopefully realise they are far from alone.

We realised that a lot of discussions around this subject begin with 'I have...', commonly followed by reference to cancer treatment and illness. We broke that cycle by changing the focus to other aspects (important or mundane) of the person's life. This progressed to, 'I am...', describing something happening now, and finally, 'I will...', reflecting on hopes and aspirations. Together these give a 'past, present and future' picture of our subjects, communicating the emotional journey they have experienced, celebrating their wider lives and focusing on hope.

As part of our ongoing relationship with Keeping Abreast we were happy to donate our production time, people and equipment to bring our shared vision to the screen.

The outcome

We’ll let the audience and those that took part speak for themselves.

Beautiful video, some amazing ladies and certainly brought a lump in my throat.”
Jo Egmore

“Very inspirational video loved it.”
Karen Massingham

“Wow that is so inspirational”
Kerry Baker

“Oh this is absolutely Incredible xxx”
Katie Ann

“Truly inspiring and I know what amazing support and strength you provide to others mum.”
Julie Benfell

“I have had nothing but positive comments from those that have seen this video. It was a privilege to be a part of it and amazing to meet everyone involved.. keep spreading the word.. Xx"
Jacky Robertson

“Well done, it was beautiful to watch x”
Jacqui Butler

“Wow KA has come so far - you must all be so proud - brave beautiful inspirational people ... it brought a lump to my throat and tears to my eyes keep doing what you are doing xxxxxxx”
Nikola Spooner

“This is simply wonderful.”
Susan Pringle

“Proud to be a small part of this. Thanks to the Production bureau and all involved.”
Tina Robinson

“What a fantastic video”
Susan Dewing

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