There are two other films in addition to the one about Ava, who was actually going through radiotherapy at the time of the shoot. Directed by Sophia Ray, each of them features a real woman who has faced cancer and explores different experiences and feelings surrounding the intersection of their healing process and sexuality.
The women are actors but these are their true stories, and BBH wrote the scripts.
Laura talks about going through a breakup while having cancer, before falling in love again and discovering a kink club.
And Liz opens up about reconnecting with her body through masturbation. The scene ends with the sound of her vibrator.
The ads are intentionally provocative in hopes of connecting with women who are dealing with these issues.
“It’s quite disruptive and confrontational, but if you know, you know—and it’s going to resonate with you,” Mahon said. “We want women to feel they are being heard and championed.”
A holistic view
This is the start of a long-term campaign for GirlvsCancer, which has set up a resource hub online and will share the ads across its social channels.
It has two audiences, according to Mahon: the medical community, which needs to educate patients about sexual issues as part of a holistic treatment process; and cancer patients, who she wants to feel empowered to talk about these challenges more openly with friends, partners and doctors.
