Finalist
Beyond the Bell: Finding a New Rhythm After Breast Cancer Treatment
Summary of work
For many women living with early breast cancer, the end of treatment is marked by a powerful ritual: ringing the hospital bell. The sound symbolises relief, survival and the belief that the hardest chapter is over.
Yet for many 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.
Beyond the Bell, created by Novartis UK as part of its Keep Ahead programme, set out to address this communication gap.
Inspired by the patient insight that ringing the bell symbolises an unaddressed, often scary future, the campaign transformed the moment into a creative platform for exploring life after treatment. A short dance film featuring professional dancer Amy Dowden and breast cancer advocate Leanne Pero used movement and personal storytelling to express the emotional complexity many women experience once treatment ends.
With dance used as a language for emotions that are often difficult to articulate, the campaign translated a complex health reality into something emotionally resonant.
The creative execution sparked a wider public conversation about recurrence risk and encouraged more women to seek information and begin discussions about their long-term health.
Judges’ comments
The entry from Weber Shandwick and Novartis was very powerful, considerate and impactful. The craft of the film and sound design were excellent – dancing is shot beautifully. They full utilised the awareness bought about by celebrity endorsement.
