Breast Cancer Care Turns Euston Station Pink

Geny Caloisi

Marking the 26th annual Breast Cancer Awareness Month, charity Breast Cancer Care will be turning Euston Station into a nerve centre of digital information, saving commuters the hassle of ‘checking’ the things they worry about every day before reminding them that they should check their breasts regularly. The campaign is running across the nine interlinked e-motion digital screens until the end of October, turning the busy station into a real-life news hub.

Working with award-winning creative agency iris and the UK’s No 1 out-of-home advertising company JCDecaux, Breast Cancer Care will cover the walls of London’s Euston station with screens featuring live integrated news feeds. A global world first in digital outdoor advertising in terms of the number of feeds running live information, nine feeds will screen everything from horoscopes to the date and the time in Tokyo and Paris*, detailing the little things consumers are compelled to ‘check on’ every day.

Pink screens will flash up intermittently reminding consumers to check for signs of breast cancer alongside the many smaller things they check every day, featuring the straplines: “You check a million and one things all the time. Make one of them your breasts.”

Shaun McIlrath, executive creative director at iris, said: “Technology has become so immersive that we’re often distracted from what’s important, by what’s immediate. So it’s great to be able to use advanced technology like e-motion to make that point and deliver a care message with real relevance and impact.”

Spencer Berwin, Managing Director – Sales at JCDecaux, said: “This is a fantastic creative use of our newest digital product e-motion. Using live feeds across 9 screens delivers incredible impact to our growing commuter audience.”

In the UK, 130 people will receive a diagnosis of breast cancer today. Breast Cancer Care is here to support anyone affected by breast cancer through its free phone helpline, online forums and expert information. All its services, publications and support are run entirely free of charge.

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