Cancer doesn’t stop because we’re all at home, reminds Ovarian Cancer Action
This work is a compelling reminder of the power of creativity to shift the narrative and change consumer behaviour for the better.
Deputy Editor, BITE
Ovarian Cancer Action
TBWA\London has created a campaign for Ovarian Cancer Action urging women that lockdown shouldn’t get in the way of a visit to the GP if someone has symptoms of ovarian cancer. The work goes live this week on Ocean Outdoor’s iconic Piccadilly Lights screen.
In the midst of an ongoing period of lockdown many parts of life feel like they are on hold. But a new campaign from the charity Ovarian Cancer Action wants to remind consumers that, devastatingly, cancer does not pause for anything.
Cancer referrals have dropped by 75% due to COVID-19 but, as a new campaign from TBWA\London points out so powerfully, cancer doesn’t stop because we’re all at home. The ad urges women that despite the lockdown, they should still visit their GP if they suspect they have symptoms of ovarian cancer.
The ‘Cancer is working from home’ campaign is running across Ocean Outdoor’s iconic Piccadilly Lights screen, with the media space provided pro bono to the charity. The spots are a powerful reminder of the impact that this pandemic will have in the long term on people suffering from other illnesses.
The charity has estimated that a further 35,000 people will die of cancer as a direct result of the COVID-19 crisis, with a particular concern being placed on women who may not recognise the symptoms of ovarian cancer. Namely bloating, abdominal pain, needing to wee more and loss of appetite. Other symptoms might also include back pain, changes in bowel habits (going more often or a lot less), and extreme tiredness for no obvious reason.
The charity’s Chief Executive Cary Wakefield, said, “Whilst many of us are working from home to avoid the spread of COVID-19, cancer is going undetected. If you are experiencing unusual symptoms, your GP wants to see you. And let us be clear, you are not a burden. Catching cancer early actually helps the NHS and even more importantly, an early cancer diagnosis can save your life.”
Campaigns such as these are hard hitting but crucial, with the amplification of the message on an iconic media spot allowing the charity to reach more people. Whilst the ongoing crisis continues, it is vital that people do not avoid essential healthcare services if they need them. This work is a compelling reminder of the power of creativity to shift the narrative and change consumer behaviour for the better.