Challenge
Raise awareness and funds for breast cancer survivors in a way that felt empowering, not transactional or tokenistic.
Idea
Turning masectomy scars into symbols of strength by creating an art collection inspired by the real stories and bodies of survivors. The work reframed survival as something to be seen, celebrated and respected.
Role
Developed sensitive, human-centred copy that honoured survivors’ stories while supporting the campaign narrative. Worked closely with the survivors themselves to ensure tone, empathy and respect were maintained throughout.
The images were exhibited in New Zealand’s largest art gallery.