How BMB Created a WhatsApp Drama Series Navigating a Breast Cancer Diagnosis

Breast Cancer Now, the UK’s leading breast cancer research and support charity, launched the UK’s first drama series to play out on a messaging app’s group chat earlier this year. This ground-breaking approach followed four friends as they navigated an unexpected breast cancer diagnosis together. It unfolded in real-time over the course of six weeks via voice notes, video messages, photos and text messages.

Featuring a talented cast of British TV actors – Rakie Ayola, Kate Ashfield, Claudie Blakley and Indira Varma, the story showcased the chaos, heartbreak, and lighter moments of day-to-day life as the protagonist moves from diagnosis, to treatment and beyond.

The format, devised by creative agency BMB, was inspired by research showing that two thirds of people diagnosed with breast cancer want more honest conversations about their experience. With the series set within a group chat, the audience experienced authentic, relatable, intimate portrayals of the characters’ experiences.

BMB chief creative officer Matt Lever guides us through how the agency worked with their client and partners to ensure this groundbreaking new kind of campaign lived up to its potential.