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NHS England has today launched its first-ever national campaign to support breast screening, ‘That Feeling’. The multichannel push, which aims to encourage eligible women to attend their screening appointments and increase early detection of breast cancer, was developed in partnership with M&C Saatchi UK.

The new campaign, part of the ongoing ‘Help Us, Help You’ initiative, seeks to increase the number of women participating in breast screening when invited, by presenting screening as a positive thing and highlighting the importance of attending. This feeds into a wider long-term overarching strategic aim for the NHS, to increase cancers diagnosed at stages one and two from 50% to 75% by 2028.

Breast cancer is the most common cancer in the UK and the fourth greatest cause of cancer death. Early diagnosis is critical for achieving the best chance of survival.

The push is aimed at women aged 50 to 71, focusing particularly on those aged 50-53 who are receiving their first breast screening invitation, as women are invited within three years of their 50th birthday. It also has a focus on women from groups that are less likely to engage with screening, including those from lower socio-economic backgrounds and ethnic minority communities, particularly Black, South Asian, and White Eastern European women.

‘That Feeling’ presents breast screening as a simple yet vital step towards protecting long-term health. It highlights the reassurance and peace of mind that comes with early detection, positioning breast screening as a positive action that women can take for themselves.

The campaign’s creative idea is inspired by a relatable insight: the universal moment of relief women feel when removing their bra after a long day. This serves as a metaphor for the reassurance and sense of control women feel after attending a breast screening – a step that could help detect breast cancer before symptoms appear.

A 30-second film, directed by Fern Berresford at Rogue Films, captures women of diverse ages, ethnicities, and body types in this intimate and relatable moment, paired with messaging about the life-saving benefits of screening. The spot is accompanied by Wilson Pickett’s upbeat track, Land of 1000 Dances.

The campaign is running across TV, video-on-demand, out-of-home, national press, radio, social and digital channels. Media planning is by Wavemaker, and media buying is by MGOMD.

Phil Bastable, deputy director, head of marketing and social media team, NHS England, said, “This is our first national campaign supporting breast screening uptake. We want to encourage all eligible women to attend their screenings. Early detection of breast cancer significantly increases the chances of successful treatment. By focusing on the relatable and reassuring moments surrounding screening, we hope to break down the barriers that prevent women from attending.”

Jo Bacon, group CEO, M&C Saatchi UK, added, “This campaign epitomises how we’re harnessing Cultural Power to tackle some of society’s biggest challenges. Breast screening saves lives, yet many women delay or avoid attending. Through familiar storytelling, ‘That Feeling’ aims to normalise and encourage participation in this vital national health programme, ensuring women take that simple yet powerful step for their health.”

Amy Parkhill, creative at M&C Saatchi UK, concluded, “There’s no better feeling than taking your bra off at the end of the day. The relief from being held in (and up) for hours. We wanted to use that relatable and universal truth and apply it to getting your breast screening sorted. To be free from putting it off and to know you’ve done everything in your power for your health.

“We kept the visual storytelling as authentic as the insight, opting for people and places that represent those we know and love.

“It’s the positive and uplifting piece we hoped it would be, and we aren’t even sick of the song yet!”