Encouraging women to attend breast screenings and increase early detection of breast cancer, NHS England’s latest campaign with M&C Saatchi embraces ‘That Feeling’ of relief. The campaign compares the feeling to that of taking off your bra at the end of a long day, spotlighting the reassurance that can come from early detection or peace of mind from a health check up.

The campaign is NHS England’s first-ever national campaign to support breast screening. Breast cancer is the most common cancer in the UK and the fourth greatest cause of cancer death. ‘That Feeling’ sets out to encourage early detection through attending screenings, as early diagnosis helps increase the chance of survival.

Part of the ‘Help Us, Help You’ platform, the latest work is aimed at women aged 50 to 71, with a particular focus on those between 50 and 53, as women are invited to their first screening within three years of their 50th birthday. It is also focused on reaching women who are less likely to attend a screening; those from lower socio-economic backgrounds and ethnic minorities - particularly Black, South Asian, and White Eastern European women.

In the hero video, we see women experience the feeling of relief that comes with taking off a bra. Upbeat music, Wilson Pickett’s ‘Land of 1000 Dances’, plays as various women get comfier. Aligning the relief and ease of taking a bra with attending a screening, the narrator says: “Taking your bra off feels great. And so does getting your breast screening sorted’.

Summarising why it is so important to go to the appointments, the voiceover continues, “It can detect cancer long before you can even feel it. Or more likely, put your mind at rest.” The end of the 30 second spot sees a woman attending her own screening, before the call to action: “So when you’re invited, save the date. It could save your life”.

The work is part of NHS England’s wider goal of increasing cancer diagnoses at stages 1 and 2 from 50% to 75% by 2028.

Speaking on the campaign, Phil Bastable, Deputy Director, Head of Marketing and Social Media Team at NHS England, said: “This is our first national campaign supporting breast screening uptake. We want to encourage all eligible women to attend their screenings. Early detection of breast cancer significantly increases the chances of successful treatment. By focusing on the relatable and reassuring moments surrounding screening, we hope to break down the barriers that prevent women from attending”.

Jo Bacon, Group CEO at M&C Saatchi UK, added: “This campaign epitomises how we’re harnessing Cultural Power to tackle some of society’s biggest challenges. Breast screening saves lives, yet many women delay or avoid attending. Through familiar storytelling, ‘That Feeling’ aims to normalise and encourage participation in this vital national health programme, ensuring women take that simple yet powerful step for their health”.

The campaign will run across TV, video-on-demand, out-of-home, national press, radio, social and digital channels. The hero video was directed by Fern Berresford, Rogue Films. Media planning is by Wavemaker, and media buying is by MGOMD.

Through relatable messaging and breaking down barriers, ‘That Feeling’ helps encourage women to attend their breast screenings. While the message is vital, as early detection of breast cancer increases chances of survival, the campaign takes a light-hearted tone to dismantle any worry. Focusing on the relief that can come with early detection or the all-clear, the ad aims to reduce fear and make the tests seem less daunting. Thereby bringing more women in and saving more lives.