ABOUT

Concept

The North East London Cancer Alliance, in partnership with The Eve Appeal, aimed to increase early diagnosis and improve referral rates of womb cancer among minority ethnic communities. Recognising that open discussions about such health issues are often stigmatised in these communities, the campaign sought to create culturally sensitive content that would educate and empower women over the age of 45 to recognise symptoms and seek medical advice promptly.

Execution

Blonde established a mobile studio within a London conference centre, enabling the team to conduct both film and photography sessions in a controlled environment. Utilising state-of-the-art LED lighting, they manipulated backdrop colours to create visually engaging content. The photographs underwent meticulous retouching and were subsequently designed into posters for prominent outdoor media sites and social channels. The hero film was featured on a dedicated NHS website, serving as an educational tool to spread awareness about womb cancer symptoms.

Results

The campaign successfully delivered impactful visual content that resonated with the target audience. By placing the film at the forefront of the NHS’s dedicated website, it provided an accessible resource for education and awareness. The strategic use of outdoor media and social channels further amplified the campaign’s reach, fostering greater community engagement and encouraging early medical consultations.