Breast cancer charity creates a WhatsApp drama series playing out over 6 weeks
Breast Cancer Now has used a novel medium to communicate its message to new audiences, a WhatsApp drama series called ‘The Chat’.
Billed as the first of its kind in the UK, the approach sees four TV actors (and real-world friends) discussing being diagnosed with breast cancer to an initial audience of celebrities, journalists and influencers. Watching on their mobile phones, participants will be encouraged to share their experiences on social media with the public at large.
Playing out in real time over six weeks, the drama brings viewers along for the journey from shock diagnosis to reactions and advice in the form of voice notes, video messages, photos and texts.
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Rachel Franklin, director of fundraising, communications and engagement at Breast Cancer Now, said: “This is a unique and powerful approach to health education that we hope will make anyone affected by breast cancer feel seen, heard and understood. We also hope it offers a window into the lives of those affected by breast cancer, creating greater awareness and understanding of how complex living with this devastating disease can be.”
Developed by BMB alongside W Communications, the novel format draws on research suggesting that two-thirds of those diagnosed with breast cancer desire more honest conversations about their experience
Matt Lever, chief creative officer at BMB, added: “In creating the UK’s first group messaging drama series, we’re hoping to give the public an intimate and authentic portrayal of how a breast cancer diagnosis can affect all aspects of your life, via a medium that allows our characters to be completely honest with each other, and that’s completely relatable to anyone who’s in a group chat with their friends or loved ones.”
A dedicated microsite accompanies the campaign, subtly woven into the narrative of the drama by characters mentioning and linking to Breast Cancer Now.