Women who have lost their breasts due to cancer are still feminine and can still make an aesthetic appearance, according to the new campaign by Pink Ribbon and BBDO Düsseldorf, in cooperation with Swiss lingerie label Lyn and star photographer and cultural provocateur RANKIN.
The message of the campaign is as follows: You are complete and you are beautiful just the way you are. Live your femininity because no one can deprive you of it. This mindset is communicated glowingly by the five women featured by internationally famed celebrity and fashion photographer RANKIN – in designs specially created for the campaign by Swiss designer label LYN Lingerie. In underwear that breaks with convention.
“For the majority of women, breasts are a key element in their feminine self-image, especially after treatment for breast cancer. They are associated with beauty and sensuality,” Christina Kempkes of Pink Ribbon Germany explains. “For BBDO and ourselves it was therefore very important not to cover up the five women and to emphasize that they are still strong and attractive persons.”
“We were very keen to realize the campaign with these five women who had suffered from breast cancer.” Liselotte Schwenkert, Client Service Director at BBDO Düsseldorf, adds. “The individuality and self-awareness of these women would show that breast cancer can be overcome both physically and mentally.”
“At the heart of each of these pictures is a warrior. The campaign idea was all about pushing boundaries and breaking taboos, but it’s the courage of our subjects that humbles me. I want to thank each of our women for being brave and defiant,” RANKIN adds.
Breast cancer is one of the most prevalent cancerous diseases among women. In statistical terms, one woman in eight in Germany develops breast cancer during her lifetime. In Germany alone, this represents approximately 70,000 new cases each year. Since the 1990s, the Pink Ribbon has served as an international symbol of breast cancer awareness. Since 2010, the non-profit communication campaign Pink Ribbon Germany has been promoting greater awareness of the issue of breast cancer in Germany, targeting not only healthy women with a view to early detection but also persons affected and their families, as well as their social environment.