Beyond the Bell 

For many women living with early breast cancer, the end of treatment is marked by a powerful ritual: ringing the bell. Yet for these women, that moment also marks the beginning of a new uncertainty. Fear that cancer may return can persist long after treatment ends, yet conversations about recurrence risk are often limited.

 

The campaign collaborated with two women whose experiences reflected this reality – professional Strictly Come Dancing star Amy Dowden and breast cancer advocate Leanne Pero. A short film – premiered at Future Dreams House in London, a community space dedicated to supporting people affected by breast cancer – used movement to express the uncertainty and emotional complexity of life after treatment in a way that words alone could not.

36 pieces of national and regional coverage, with 100% positive tone across all, and a spot on ITV’s Lorraine quickly followed before the campaign was extended OOH. Critically, Beyond the Bell sparked a wider public conversation about recurrence risk and encouraged more women to seek information and begin discussions about their long-term health – social media conversations on the topic increased by 26% in the month following launch and 80% of visitors polled on the campaign website indicated they now intended to discuss recurrence risk with their healthcare team.