This Bold Campaign Busts Taboos About Female Sexuality and Cancer 

GirlvsCancer and BBH London created the deliberately provocative campaign

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

The scenes in a new campaign from nonprofit GirlvsCancer may make some viewers uncomfortable—and not just because the women in them are talking about cancer. 

In perhaps the most provocative ad, a woman named Ava reveals her diagnosis of breast cancer. She describes going through radiotherapy, then struggling with issues of egg freezing and hormone blockers. Meanwhile, she’s thinking something she couldn’t say aloud to her doctor: “I’ve got cancer. I deserve the wickedest slam.”

Over the course of her monologue, Ava reaches climax. 

“Some people will find this uncomfortable, and we’re fine with that,” said Helen Rhodes, executive creative director of BBH London, the agency behind the campaign.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in