PSA campaign: print ad
The message of our current PSA: "The beauty of breast cancer research is that it will change the future." speaks to our confidence, commitment, and accomplishments. It is a statement that could only be made by an organization dedicated to sponsoring top research studies: studies that have resulted in unprecedented advances in prevention and treatment.
It is also a promise. A promise that we are well on our way to our goal: living in a world without breast cancer.
How to deliver this promise in one picture and a few short paragraphs of text?
We wanted to be honest and open. We wanted to create an image of a woman that a large number of women could identify with. And deliver a message that is as much about hope as it is about hard truths.
Cancer is ugly. Women are beautiful. We wanted the photograph to suggest all the strength, courage, vitality and radiance of a woman touched in some way by breast cancer. We wanted it to be timely and timeless.
We would like to thank the committed professionals who came together as a team to create this PSA for BCRF and who generously donated their time and talent:
The award-winning fine art photographer, Ruven Afanador.
Caroline Noseworthy, executive producer for Art Department.
Model, Crystal Renn.
We would also like to thank Lida Burpee, Business Director for the Estee Lauder account, and the creative team, led by Associate Creative Directors Vito Caramia and Stephanie Pierson.
And now, >>View print ad!
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