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

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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Graphic Designer

Fushi Wellbeing

Creative Designer

Monddi Design Agency