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Category
Innovation / Use of Media in Branded Entertainment
Annual ID
OS24_BE090M
About the Work
The Chat is the UK’s first WhatsApp drama series, designed to connect with 40-50 year old women in a place that’s central to their daily lives – on their phones.
In the UK, people are known for having a ‘stiff upper lip’, keeping themselves to themselves and not expressing how they really feel. This inherently British trait is ingrained in society and contributes to thousands of women suffering in silence as they go through breast cancer.
Given that 1 woman is diagnosed with breast cancer every 10 minutes in the UK, this is a serious issue. Often, people in the UK are more comfortable talking about personal matters through messaging, rather than in person. The Chat made use of a familiar platform to engage people more intimately and to encourage conversation in an innovative way.
The story unfolded in real-time over 6 weeks through voice notes, videos, photos and text messages sent between four best friends as they navigated an unexpected breast cancer diagnosis together. An audience of influencers, celebrities and real people joined a WhatsApp group to watch the series – sharing its content with their millions of followers and generating incredible PR.
Starring a relatable cast – BAFTA-award-winning Rakie Ayola, Indira Varma (Game of Thrones), Kate Ashfield (Shaun of the Dead) and Claudie Blakley (Pride and Prejudice) – the series covered the most sensitive and emotionally challenging issues surrounding breast cancer.
The series was a huge undertaking, with a 132 page script crafted to give each character their own unique personality. The creatives worked around the clock to broadcast the 1293 pieces of original content at exactly the right time.
The Chat’s groundbreaking approach to storytelling made the audience feel like part of the friendship group, an experience that was far more intimate than any TV drama.
In the UK, people are known for having a ‘stiff upper lip’, keeping themselves to themselves and not expressing how they really feel. This inherently British trait is ingrained in society and contributes to thousands of women suffering in silence as they go through breast cancer.
Given that 1 woman is diagnosed with breast cancer every 10 minutes in the UK, this is a serious issue. Often, people in the UK are more comfortable talking about personal matters through messaging, rather than in person. The Chat made use of a familiar platform to engage people more intimately and to encourage conversation in an innovative way.
The story unfolded in real-time over 6 weeks through voice notes, videos, photos and text messages sent between four best friends as they navigated an unexpected breast cancer diagnosis together. An audience of influencers, celebrities and real people joined a WhatsApp group to watch the series – sharing its content with their millions of followers and generating incredible PR.
Starring a relatable cast – BAFTA-award-winning Rakie Ayola, Indira Varma (Game of Thrones), Kate Ashfield (Shaun of the Dead) and Claudie Blakley (Pride and Prejudice) – the series covered the most sensitive and emotionally challenging issues surrounding breast cancer.
The series was a huge undertaking, with a 132 page script crafted to give each character their own unique personality. The creatives worked around the clock to broadcast the 1293 pieces of original content at exactly the right time.
The Chat’s groundbreaking approach to storytelling made the audience feel like part of the friendship group, an experience that was far more intimate than any TV drama.
2024 Awards
Total Points: 3
Merit
Credits
Agency
BMB / London
Client / Brand
Breast Cancer Now / London
Art Director
Andy Burrell
Katie Burrell
Chief Creative Officer
Matt Lever
Chief Strategy Officer
Mel Arrow
Copywriter
Andy Burrell
Katie Burrell
Creative Director
Bianca Eglinton
Jordan Down
Will Marsden
Designer
Mark Gould
Director
Mary-Sue Masson
Editor
Laura Healey
Producer
Clancie Brennan
Sound Designer
Harry Butcher
Parv Thind
Head of Design
Ted Smith
Account Director
Rosie Morahan
Acting Head of Strategy
Rebecca Moody
Associate Director of Marketing
Deanne Gardner
Brand Marketing Manager
Daisy England
Director of Fundraising, Communications & Engagement
Rachel Franklin
Head of Brand Marketing & Planning
Lauren Songour
Head of Operations
Jack Waters
Managing Director
Claudia Wallace
Planner
Amy Bowker
Project Manager
Loren Mosdall
Senior Marketing Officer
Jess Mason
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