Breast Cancer Now Encourages Public To Reserve A Space For The Loss Of A Loved One

Breast Cancer Now, the UK’s leading breast cancer charity, has unveiled ‘Reserved’.

Launching ahead of Breast Cancer Awareness Month this October, the campaign reserves spaces for people lost to the disease, highlighting the urgent action needed to change the future of breast cancer.

Despite remaining the biggest killer of working-age women*, new research from Breast Cancer Now reveals a startling disconnect: 57% of women report they are not worried about developing the disease. ** Not because they don't care, but because the progress made makes it feel like it’s a cause in safe hands.

‘Reserved’ spotlights the moments when the absence of a loved one is impossible to ignore. The wedding they should have seen. The graduation they should have celebrated. The family holiday they should have been part of. Even the everyday moments, like a family dinner.

At the heart of the campaign is a moving hero film directed by Rob Smith. The film captures five people in the meaningful moments and spaces where they most wish their family members could be. Among them is actor and Breast Cancer Now ambassador Lisa Riley MBE, who visits her late mother Cath’s favourite spot at Burnley Football Club, as well as Evie Koumouris, who honours her mother by hosting a family dinner exactly as she used to. Throughout the film, empty seats marked with handwritten ‘Reserved for...’ signs serve as a stark visual reminder of the spaces that should still be filled and highlights the impact of every absence.

Beyond the screen, ‘Reserved’ extends into a nationwide mass-participation movement across social platforms, digital media, and PR. Members of the public are invited to reserve a space for someone they have lost to breast cancer to help make the issue impossible to ignore and inspire more people to join Breast Cancer Now’s mission to get to the day when no one dies of breast cancer.

‘Reserved’ builds on Breast Cancer Now’s bold ambition that by 2050 everyone with breast cancer will live and live well. Following the charity’s recent award-winning brand refresh - which put its fresh new identity front and centre alongside the campaign line, ‘We’re Breast Cancer Now. Until we’re Breast Cancer Never’ - the new work uses the emotionally powerful, shareable idea of ‘Reserved’ to drive a renewed sense of urgency and put breast cancer firmly at the heart of the national conversation ahead of Breast Cancer Awareness Month.

Rachael Franklin, Deputy CEO of Breast Cancer Now, said:

“Breast cancer is the biggest killer of working-age women in the UK. Every woman who dies from breast cancer is a story interrupted mid-chapter, leaving only memories for loved ones who’ve lost their mother, daughter, sister to this devastating disease.

“‘Reserved’ shares poignant moments where the absence of loved ones lost to breast cancer is impossible to ignore – moments they should still be here for. We’re celebrating their memory while highlighting the urgent action needed now to change the future of breast cancer.

We’re determined to make breast cancer an issue that’s impossible to ignore as we strive to get to Breast Cancer Never.”

The campaign was created in partnership with Ogilvy UK and Little Big.