Honest creates campaign for personalised breast cancer treatment initiative

Cambridge-based marketing agency Honest Ideas has produced the new ‘Bracode’ campaign for Addenbrooke’s Charitable Trust (ACT). The new campaign was launched on 6 July 2015 to support a pioneering research study that could make personalised breast cancer treatment a reality.


The Bracode campaign features ten women volunteers – to represent the ten different sub-types of breast cancer recently discovered – all of whose lives have been touched by breast cancer in some way. They are all wearing the same size of bra, and are featured with the campaign line “One size bra won’t fit ten different women. So why should one cancer treatment?”.


The campaign will appear across video, DM, social media and PR, and served as the backdrop for an intimate fundraising event at the BT Tower in London last week.

The video is presented by Patricia Hodge and features the ten women volunteers walking a catwalk in jeans and an ill-fitting bra to an audience of family and friends. Dr Jean Abraham, Consultant in Medical Oncology at Addenbrooke’s, and lead researcher on the programme, is also featured in the film.

ACT has launched the Bracode Campaign to support a five-year, pioneering clinical research programme at Addenbrooke’s Hospital that could make personalised breast cancer diagnosis and treatment a reality. Each of the 450 women and men treated annually at the hospital’s Cambridge Breast Unit will be invited to take part. ACT needs to raise £5,000 to fund the sequencing, assessing and monitoring of the tumours for each patient involved in the programme.

Samantha Sherratt, Head of Marketing and Communications at ACT said: “Honest pulled out all the stops to create the campaign and to make the video a great success. They went above and beyond our expectations to deliver an excellent film, and we had lots of fun along the way.”