Recreated Renaissance masterpieces show how knowledge beats breast cancer via Colenso

Screen Shot 2017-10-02 at 11.40.00 am.jpgBreast Cancer Foundation NZ and Colenso BBDO and have launched 'The Survivor's Collection' for breast cancer awareness month this October.

The campaign is centred around three Renaissance masterpieces that feature nude female models with breast cancer. Modern medical experts have agreed that the artists had unknowingly painted common signs of breast cancer and the models likely died from the disease.
NZBC_2017-45119_Final_HR_2_LICENSED_31OCT_17_LOW-RES (1).jpgThese pieces have now been reimagined as stunning photographs featuring Kiwi breast cancer survivors. Their breast cancer was detected and treated with the knowledge of modern medicine. They were photographed by award-winning photographer Steven Boniface and will be displayed at the Auckland Art Gallery.

The campaign encourages women to regularly self-check for the signs and symptoms of breast cancer. If breast cancer is detected and treated early, women have a significantly better chance of 10-year survival.

Says BCF representative Evangelia Henderson, CEO of Breast Cancer Foundation NZ: "While the hidden dangerNZBC_2017-45465_Final_HR_LICENSED_31OCT_17_LOW-RES (1).jpg within the originmasterpieces is tragic, we also wanted to show that with the right knowledge and awareness, breast cancer can be overcome. That's shown through the celebration of three women in our Survivor's Collection."
 
Says Angela Watson, head of account management, Colenso BBDO: "With the knowledge we have today, breast cancer is a disease that can be overcome and that's the story we wanted to tell through the Survivor's Collection. Just look at how far we've come in being able to treat it when you compare theNZBC_2017-45286_Final_HR_LICENCE-EXPIRES_31-10-17_LOW-RES (1).jpg tragedy of the original masterpieces to the brave women who feature in our recreations. Hopefully, they will serve as a reminder to us all that we should stay breast aware. "We would also like to personally thank the amazing women who feature in our portraits - what they have done is courageous and inspiring."

Agency: Colenso BBDO
Client: Breast Cancer Foundation New Zealand
Evangelia Henderson, CEO, Breast Cancer Foundation NZ
Kim Barker, Digital Communications Manager, Breast Cancer Foundation NZ
Survivors: Shona Kelway, Anete Smith, Kelly McDiarmid
Photographer: Steven Boniface
Stylist: Sarah Cooper
Hair & make-up: Natalie Clements
Retouching: Jason King
Post-production: Creature
Colourist: Pete Ritchie
Audio: Franklin Road
Special thanks to Auckland Art Gallery


To find out more about the campaign and learn how to stay breast aware, go to breastcancerfoundation.org.nz.

4 Comments

Phil said:

Brilliant. And not a scam.

eye roll said:

Pretty but unspeakably dull. Congratulations on just recreating something that already exists and just pointing out something covered in numerous articles already.

https://phys.org/news/2012-12-rembrandt-bathsheba-breast-cancer-scientists.html

Can I also point out that the white, middle class-ness of this idea is appalling when it's a disease that is rapidly increasing among Pacific and Asian woman.

Erm.... said:

Well, The white boys on Ponsonby hill have already homogenised the identity politics of slam poetry, so no surprises that they're now doing the same with breast cancer. Interesting link.

Hmm said:

Very old fashioned campaign... not really taking the discussion anywhere new, relevant or motivating.

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