This Ad Offers Women with Breast Cancer Support and Inspiration

By: Charlotte Joyce Kidd - Oct 19, 2015
References: adweek & designtaxi
This breast cancer support ad contains a message that seems defeating and discouraging at first, but when reversed, is actually a source of hope and inspiration.

Made by Mullen Lowe for cosmetics chain Ulta, the breast cancer support ad talks about the loss of physical beauty and confidence that comes along with cancer treatment, particularly chemotherapy. In a powerful voice-over narrative, breast cancer survivor Tracy DeSoto recounts her experience of loss and depression during her treatment, then reverses the message to show that it's also possible to find strength, joy and beauty in the fight against breast cancer.

Although the reversed message concept is not a new one in the advertising world, it works particularly well to show how a survivor's outlook can change over the course of an extended struggle against breast cancer.