SUE’S LEFT BOOB

The NHS wanted to increase breast screening attendance among women over 60, an audience often reluctant to attend routine appointments despite the life-saving impact of early detection.

Working with Freuds, the campaign centred on open letters written by celebrities, healthcare workers and breast cancer survivors. One voice stood out. Sue, a retired nurse and survivor, wrote an open letter from the perspective of her left boob delivering a serious message with warmth, humour and disarming honesty.

We lead the content creation, filming and editing the campaign films and pushed to make Sue’s Left Boob the lead social asset. By leaning into humour without diluting the message, the film cut through stigma, travelled widely as earned media, and reframed screening as something human, relatable and urgent.