In the above spot, Black women raise their hand when asked if they feel confident that they won’t get breast cancer. But as part of October, which is Breast Cancer Awareness month, BET and BET Her reminds Black women to take preventive measures seriously.
Each of the diverse women are framed simply against a pink screen, the color that represents breast cancer, as they raise their hands and look directly into the camera.
This issue is especially important to BET and BET Her because Black women are disproportionately affected by breast cancer, the number-one form of cancer among that demographic. The raised-hand spots start as a type of call-and-response but also demonstrate how self breast exams are performed.
Each of the spots concludes: “Raise your awareness. Lower your risk.”
Lower Your Risk
SVP and Executive Creative Director, Brand Strategy, BETN: Kendrick Reid
VP, Creative Director: Adrian Hilton
Director of Production: Karen Goodwin
Creative Director: Roderick Beltran
Senior Art Director: Dana Kinlaw
Senior Writer/Producer: Kara Barnett
Senior Copywriter: Thembisa Mshaka
Senior Project Manager: Sophia Delgado-Watson
Director/Producer: Fredgy Noël
Editor: Ed Trader
Audio Mix: Eric Pfeifer
Coordinator, Design Operations: Jessica Hernandez
VO Artist: Sienna Jeffries