The Scottish Government: Let's talk about Breasts

The Leith Agency


Breast cancer is the most common cancer among Scottish women.

Fortunately, with breast cancer, early detection really does save lives. This campaign set out to improve early detection of breast cancer among Scottish women and to save lives.

This is the story of how a bold idea, carefully executed, empowered women to act early on the symptoms of breast cancer.

A social marketing campaign, featuring significant audience engagement through 'face to face' marketing was an integral part of achieving early diagnosis, by developing a behaviour-change approach.

Stand out was guaranteed, this was an extremely brave campaign for the Scottish Government to run. The campaign showed images of an apparently naked television celebrity – albeit strategically covered-up by the campaign messages – was supported by UK media. An advert was created that showed real pictures of women's breasts with visible signs of breast cancer.