Will bareness raise awareness?
In what it claims is the first UK TV ad to feature full-frontal naked breasts, The Leith Agency has created a powerful commercial to raise awareness of the early stages of breast cancer.
The ad, commissioned by the Scottish Government, was cleared to air on TV last night after the 9pm watershed. Presented by actress Elaine C Smith, who lost her own mother to cancer, it features images of breasts exhibiting some of the early stages of the disease. Smith details some of these symptoms while flicking through the images.
The spot was written by Guy Vickerstaff and Phil Evans and shot by Alex Telfer through MTP. It was spurred by research showing that many women do not regularly check their breasts and wanted to know what to look out for when they did.
According to Evans the images were created using a mixture of real breasts and retouching in order to depict accurate portrayals of possible signs of the disease. The team worked with the chief health officer of Scotland and cancer specialists to ensure their accuracy.
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CR in Print
Students, grads, young professionals: if you buy one issue of CR this year, make sure it's this one. The September print issue of CR is our annual graduates special. In it, we have teamed four recent graduates with professional practitioners in their chosen field who offer invaluable advice on how to get started in their profession. APFEL meet graphics graduate Arthur Carey, BETC London ECD Neil Dawson meets Sophia Ray, illustrator Matthew 'The Horse' Hodson offers sage advice to Sam Tomlins and photographer Jenny van Sommers meets Megan Helyer. In addition, our September issue also features Google Creative Lab, Unit Editions' new book on Herb Lubalin, Michael Evamy on place branding, Jeremy Leslie on new bilingual magzine Figure and Gordon Comstock on the importance of failure.
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