Client: Novartis UK
Keep Ahead is Novartis’ global programme supporting women living with early breast cancer beyond initial treatment. In the UK, the challenge was not awareness of cancer, but what happens afterwards – when treatment ends and certainty doesn't follow. In hospitals across the UK, ringing a bell marks the completion of breast cancer treatment. It is a powerful moment of relief. Yet for many women, it is also the point where structured support reduces while concerns about recurrence and long-term health remain. Understanding recurrence risk is critical to effective disease management and decisions about ongoing therapy. Yet, Novartis patient insight revealed a striking gap: while only a third of women discussed the risk of their condition returning with a doctor, 74% of those who didn’t have that conversation later wished they had. This insight inspired Beyond the Bell – a campaign that turned a symbol of completion into the start of a new conversation. At the heart was a short film featuring dancer Amy Dowden and breast cancer advocate Leanne Pero MBE. Through movement and conversation, the film explored the reality of life after treatment and the fears many women struggle to articulate. The campaign launched through a community event and expanded through broadcast media, social platforms and educational resources designed to encourage dialogue with healthcare professionals. In the month following launch, online conversations about breast cancer recurrence increased by 26%, while 80% of visitors to the Keep Ahead website said they intended to discuss recurrence risk with their healthcare team.
