'Cancer won't be the last thing that f*cks me': the billboards that broke a taboo

The community-led charity wanted to tackle two taboos at once — cancer and women's sexuality — and represent its community uncompromisingly truthfully, yet also sexy.

A billboard line no one could look away from — 'Cancer won't be the last thing that f*cks me' — over cropped sensual nudes of women who have had cancer.

Copy co-written with women from the cancer community; billboards plus three personal films and social work with illustrators including Anthony Burrill and Kelly Anna; an all-women team and an intimacy coordinator on set.

Conversation across national press, radio, celebrities, NHS doctors and the cancer community; the ASA banned untargeted billboards of the work, keeping the debate alive. Creative Review's Annual named Writing the winner, with honourable mentions for art direction, photography and PR.

Girl vs Cancer, the charity founded by Lauren Mahon, and BBH London set out to attack two taboos at once: cancer and women's sexuality. Up to 90% of cancer patients experience side-effects that touch their sex lives, yet over a third of women are told nothing about it. The creative team worked through writing sessions and phone calls with women from the cancer community so their stories felt uncompromisingly truthful — and sexy.

At the heart of the campaign was the defiant line 'Cancer won't be the last thing that f*cks me', set on billboards against cropped close-ups of sensual nude photographs of women who had experienced cancer, photographed alone or with partners. The photographer and wider team were all women, with an intimacy coordinator ensuring the cast's comfort. A trio of films featured women discussing sexuality and cancer, and social executions came with illustrators and graphic artists including Anthony Burrill and Kelly Anna.

Launched during Breast Cancer Awareness Month, the work prompted conversation in the national press and radio, among celebrities, NHS doctors and the cancer community — revealing a side of cancer long hidden from view. It stayed divisive: the Advertising Standards Authority banned untargeted billboards carrying the message and imagery, which only extended the argument the campaign came to start.

The line claimed the most stigmatized territory — sex after cancer — and made denying it impossible.

Real community members wrote the copy, so the truth-telling was theirs, not a charity's approximation.

An all-women team and intimacy coordinator made sensual imagery of cancer patients safe to make and to look at.

The ASA ban functioned as proof the work had hit the nerve it aimed at.

Say the taboo out loud: a line that makes people uncomfortable is the price of making a hidden side of illness visible

The campaign continued to prompt discussion after the ASA banned its untargeted billboards, and Creative Review's Annual honoured it — Writing winner, with honourable mentions for art direction, photography and PR for BBH London.