Breast Cancer Ireland launches new TV commercial created by Core and Saturday Films
Campaign to raise awareness that breast cancer cases are diagnosed in women of all ages.
New commercial is part of broader #MakeTime2Check campaign encouraging women to check their breasts on a regular basis.
Despite the fact that breast cancer affects women of all ages most women assume that this is only something that affects the over 50s.
A new commercial created by Core and Saturday Films for Breast Cancer Ireland highlights that breast cancer does not only affect the over 50s and encourages all women to check their breasts on a regular basis.
Called ‘The Diagnosis’, the commercial shows a mother and daughter receiving a cancer diagnosis. We assume - of course - that it is the mother who has breast cancer, and in a highly moving series of events we see the pair comfort one another as they come to terms with the diagnosis, and each recognise the preciousness of the time they spend together. In a surprising plot twist, however, we realise that it is, in fact, the daughter who has the cancer, and because it was caught early, she is going to make a full recovery.
The commercial is the first to be produced by new production company Saturday Films, and was directed by Stevie Russell and produced by Gary Moore.
Aisling Hurley, CEO Breast Cancer Ireland, said:
“Because earlier detection saves lives we feel it is essential that we get women of all ages to check their breasts on a regular basis. Unfortunately, currently only 26% of women do this. We believe that this commercial as part of the broader #MakeTime2Check campaign will begin to make this a behaviour that the vast majority of women begin to adopt, whatever their age.”
Mike Garner, Creative Director, Core said:
“This powerful piece of work was a labour of love for everyone involved. The idea for the commercial came from the strategist working on the account, Jay Reid, whose mother is a recent cancer survivor. Jay’s idea was brought to life beautifully by Director Stevie Russell and the team at Saturday films.”
Credits (Breast Cancer Ireland)
Director of PR & External Affairs: Nicky Crighton
Development Manager: Samantha McGregor
Chief Executive Officer: Aisling Hurley
Credits (Core)
Executive Creative Director: Liam Wielopolski
Creative Director: Mike Garner
Strategy Director: Jay Reid
Client Manager: Sophie Burke
Concept: Jay Reid
Research Director: Guy Perrem
Research Executive: Alana Devitt
Broadcast Producer: Anita McMenamin
Credits (TV Production)
DIRECTOR Stevie Russell
PRODUCER Gary Moore
PM Mike Donnelly V
HOP Treasa O’Friel
CASTING Ali Coffey Casting
DOP Ivan McCullough
PRODUCTION DESIGN Kate Moylan
MAKE UP & PROSTHETICS Aisling Quinn
STYLIST Mo Ni Bheachain
GAFFER Eoin O’Hagan
SOUND Kiwi Horgan
COMPOSER Stellar Sound
EDITOR Stevie Russell
GRADE Mike Donnelly V
Credits (Outer Limits)
SOUND MIX & ONLINE Sarah Caraher & Eugene McCrystal
About Breast Cancer Ireland:
Breast Cancer Ireland is a registered charity (CHY 19926) established to raise significant funding to support pioneering research programmes nationally as well as to promote education & awareness on the importance of breast health amongst women of all ages.
Breast Cancer Ireland wants to transform Breast Cancer from often being a fatal disease into a treatable long term illness.
