Breast Cancer Care

The breast cancer charity has launched a new campaign to improve the information and support available on altered body image after breast cancer

Breast Cancer Care's new campaign
Breast Cancer Care's new campaign
What is it? 

Breast Cancer Care has identified how breast cancer and breast cancer treatments can have a negative effect on an individual’s body image.

The charity has created a short film and a series of adverts featuring women talking about their experience of body image after breast cancer. They are being shown around the UK to raise awareness of the issues and the free support Breast Cancer Care provides. The videos focus on Jill, Heather and Ismena, who explain how they felt after their surgery.

The charity will also be making recommendations to governments, NHS commissioners and planners, and healthcare providers in England, Scotland and Wales, and campaigning for these to be implemented.

What else?

The campaign website includes the written stories of the women who featured in the video and letters that have been supplied by members of the public that they have "written to their bodies".

The charity has created a policy report that gives an overview of the evidence base for the campaign and sets out the charity's recommendations on key issues.

An updated information booklet has also been produced and includes a prompt list for discussions to help people identify their personal body image and intimacy concerns.

Why is the charity doing it?

Nearly 55,000 people are diagnosed with breast cancer in the UK each year, and just over 80 per cent of people diagnosed with breast cancer have surgery, with nearly half of these having a mastectomy. 

Third Sector verdict:

This campaign effectively and sensitively conveys the challenges cancer sufferers face after surgery. The letters from the public are incredibly moving and the videos are beautifully shot.

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