NHS England and M&C Saatchi bring ‘that feeling’ to life in powerful new breast screening campaign

NHS England has 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 1 and 2 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.