Breast Cancer Now has launched a new integrated print campaign to encourage more open conversations about breast cancer.

Created by BMB, the campaign draws on the experience of people who have had breast cancer and challenges common misconceptions, questions and fears.

A poignant example within the creative lays bare the taboos associated with the illness in men, reading: ‘Yes, men can get breast cancer’/’I wish I didn’t have to explain my diagnosis’.

The print work, shot by award-winning photographer James Day, is an extension of the ‘Real Talk’ TV campaign, in which a woman diagnosed with breast cancer who is externally masking her feelings and fears, breaks the fourth wall to reveal to the viewer her true feelings.

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“This campaign is the next step in our mission to get people talking more openly about breast cancer, and to position Breast Cancer Now as the charity who are here for open and honest support,” BMB chief creative officer, Matt Lever, said.

Breast Cancer Now director of fundraising, communications and engagement, Rachel Franklin, added: “We know that having breast cancer can be an isolating experience, and that it can be hard to talk openly and honestly about it with friends and loved ones.

“That’s why we felt it was so important to shine a light on how the inner thoughts and feelings of someone affected by this devastating disease can go unsaid, and to encourage open and honest conversations.”

The campaign is set to run later this month across press, social, radio and digital display.