Raising Awareness of Womb Cancer Symptoms

Award Recognition

We are proud to announce that the You Need to Know campaign has won the category at Communique and also a Bronze Award at the PM Society Awards, a testament to the powerful collaboration, community focus, and creative excellence that brought this important message to life. Read more about the project below:

You Need To Know aims to improve awareness of post-menopausal bleeding as a red flag symptom of womb cancer, particularly among minority ethnic communities in northeast London, where cultural taboos, beliefs, and lower levels of health literacy have made it harder for some to seek help.

The campaign was developed by the North East London Cancer Alliance in partnership with national gynaecological cancer charity, The Eve Appeal, and communications agency akt Health. Blonde was approached to produce the film and photography for this vital campaign.

The campaign was deeply rooted in community insights. A focus group of nine women from Black African, Black Caribbean, and South Asian communities provided crucial feedback on messaging, creative approaches, and preferred communication channels.

Blonde produced impactful visuals, photographing and filming three women from these communities. We set-up a mobile studio in a London conference centre where we were able to shoot both film and photography, whilst controlling the colour of the backdrop through industry-leading LED lighting.

The campaign featured a suite of campaign assets including three striking posters featuring our retouched photography. Alongside this, we produced a hero film for social, PR and the campaign landing page — plus three additional language versions were made in Arabic, Hindi and Punjabi to ensure broad, inclusive reach across all featured communities.

The social media component of the campaign achieved significant reach, with over 137,000 impressions from paid activity and an additional 211,000 organic impressions. Influential media doctors also interacted with the content, amplifying the campaign’s visibility.

Complementing the digital campaign, The Eve Appeal organised 10 community intervention events, educating local women (and some men) on gynaecological health and distributing campaign materials.