This Shop in Dublin is Stocked and Staffed by Cancer Survivors

Ireland’s leading cancer research charity, Breakthrough Cancer Research, has opened the world’s first shop and events space entirely stocked and staffed by cancer survivors, in Dublin on World Cancer Day (February 4th), to raise funds and highlight the urgent need for greater investment in cancer research.

‘The Shop that Nearly Wasn’t’ will showcase the many and varied creative contributions those who have survived, or are living with cancer, make to society.  Its name reflects the fact that these achievements have only been made possible due to the result of ground-breaking cancer research.

The shop will sell art, photography, books, crafts, clothing and even protective sports gear, made by cancer survivors of all ages, from all over the island of Ireland.   

The initiative is supported by many high profile cancer survivors including dance superstar and artist Michael Flatley; Senator David Norris; author and journalist Emily Hourican; RTE Supergarden winner Grainne Walsh, film and television director Stephen Bradley; award-winning children’s book author and illustrator, Peter Donnelly; milliner to the stars Sarah McGahon; and rugby pundit and former Munster and Ireland legend, Tony Ward; who have all donated products or lent their talents and time to the initiative.

The initiative marks the first work from a rebrand and launch campaign developed in partnership with creative shop The Brill Building – the new venture from former DDFH&B Creative Chief Roisin Keown.  Working with Creative Directors Dan Henson and Peter Snodden, the integrated campaign sees a live activation open for one week with a permanent online location at shopthatnearlywasnt.ie. Working with partners E-T-C, Hopkins, and Irish Media Agency the campaign comprises radio, social, PR, and launched with a hero film featuring cancer survivor Kay McKeon shot by award-winning Director of Photography Ross O’Callaghan.  The shop will feature a unique suite of portraits of survivors shot by award-winning commercials photographer Kevin Griffin, himself a cancer survivor ensuring the promotion for The Shop That Nearly Wasn’t is also The Advertising Campaign That Nearly Wasn’t. This is the second campaign of national significance for The Brill Building, after the huge success of their Green Friday campaign in support of small business for Kilkenny Shop.

Senator David Norris opened The Shop that Nearly Wasn’t, which is being hosted in partnership with The Library Project, in 4 Temple Bar, at midday on Tuesday 4th February. It will remain open in this premises for one week, February 4th - 11th to mark World Cancer Day, with the hope that a permanent online or offline space for the store will be found.

Over the week, The Shop That Nearly Wasn’t will also host a series of events including a Six Nations preview with Tony Ward, a hat-making workshop with milliner to the stars Sarah McGahon, a gumshield clinic for teams and schools with two-time cancer survivor Cathy Robinson of Gumshields2Go, a talk about her work by Blackchurch print artist from Dublin Monika Crowley, a reading from film and tv director Stephen Bradley, floral design workshops, yoga and wellbeing classes and more.

Roisin Keown, founder and ECD of The Brill Building, said: “We’re incredibly proud to have taken the creative lead on developing this campaign for Breakthrough Cancer Research. The rebrand and campaign we have developed represent a major statement of intent for the organization and set out its ambitions. By creating a World First in The Shop That Nearly wasn’t we’re staying true to the ethos of Breakthrough itself – world-beating interventions that put survival for more cancer patients on the national agenda. This is an idea that can live far beyond the current campaign and I’m looking forward to seeing it fulfil its potential.”

Orla Dolan, CEO of Breakthrough Cancer Research, said: “Our mission is to disrupt cancer’s future and save more lives. By showcasing the unique talents of just a few of Ireland’s many cancer survivors, The Shop that Nearly Wasn’t is both a celebration of their achievements and a call to action. We can and will ‘make more survivors sooner’ with improved treatments from the cancer research we directly fund.”