Fighters, warriors, heroines… These are terms often found in conversation and in the media in relation to women who suffer from breast cancer. A use of language that has often been criticized by various social sectors and that now articulates the campaign launched by Women’secret on the occasion of World Breast Cancer Day, which is celebrated every October 19.
Together with the creative agency Pingüino Torreblanca, she has created an audiovisual piece that talks about lexicon and the emotional and psychological impact it has on women diagnosed with cancer. The brand points out that certain expressions, such as those mentioned in the video, increase pressure on women and build expectations about the way in which they should face the disease. They also create a false sense that cancer can be overcome without help.
“This year our campaign “Caring more for words takes better care of us all” aims to be an example of how to support cancer patients without pressuring them to feel like warriors.“; they have expressed from the brand when sharing the digital spot on their platforms. The video shows women who suffer or have suffered from the disease, taking off their breastplates, breastplates, medals and other objects associated with the fight and triumph.
The campaign, titled “Yes, I care” and directed by the director duo Q&Cumber, is complemented by a series of pieces for social networks in which the protagonists of the spot share their experiences with the disease, and reflect on the vocabulary associated with breast cancer. “Words that embrace heal more than those that push”says Alicia, diagnosed with breast cancer in 2021.
“Monitoring social networks, we found a lot of comments from women who expressed the discomfort caused by all these adjectives that use the epic to define them, and how, far from encouraging, they often caused the opposite effect.”says Celia García, Account Director at Pingüino Torreblanca, regarding the insight used for the campaign.
The campaign also remembers Women’secret’s history of collaboration with the Dexeus Mujer Foundation, which began in 2013 with the desire to support women who have gone through or are going through breast cancer. For twelve years, the brand has launched bras and other garments adapted to the needs of women who have undergone breast surgery. It has also provided help and promoted different awareness initiatives.
In this context, and as part of the campaign, Women’secret has created a tote bag for the occasion. As the brand explains, 100% of the funds raised will be dedicated to the “Feel yourself, again” program developed by the organization.
