Breast Cancer Campaign by the Cancer League Highlights the Daily Lives of Affected Mothers
With the Swiss Cancer League’s breast cancer campaign «KREBSMAMA,» the Swiss Cancer League is putting affected mothers at the center of attention. La Stratégiste, as the lead agency, is responsible for strategy and creative direction.
Three Mothers, Three Language Regions, One Film
With the Swiss Cancer League’s breast cancer campaign «KREBSMAMA,» the Swiss Cancer League is drawing attention to the daily lives of mothers living with breast cancer during Breast Cancer Awareness Month in October. Three women from three linguistic regions are the focus of a 60-second film that is being aired across all communication channels—from movie theaters and TV to digital out-of-home and direct mail. La Stratégiste is the lead agency and is responsible for strategy and creative direction.
According to the Cancer League, the strategic starting point for the campaign is a simple observation: When a woman is a mother, she continues to fulfill that role even after receiving a breast cancer diagnosis. The diagnosis changes everything—but everyday life doesn’t take that into account. The «KREBSMAMA» campaign brings this duality to light.
Nadja, Céline, and Chloé tell their story
At the heart of the campaign is a 60-second video featuring three mothers affected by cancer from German-speaking Switzerland, French-speaking Switzerland, and Ticino. Nadja, Céline, and Chloé talk about treatments, exhaustion, hopes, and their desire to live their lives on their own terms despite cancer.
The campaign poses a question that, according to the Cancer League, is rarely asked in cancer communication: Who supports those whose daily lives are thrown off balance by cancer? The answer leads to krebsliga.ch/krebsmama, where the Cancer League brings together its support services for patients and their families—regardless of whether someone is a mother or not.
«People with children often put their own needs on the back burner. With »KREBSMAMA,’ we want to show mothers—and everyone affected by breast cancer—that help is available and that they are entitled to ask for it,” says Mirjam Lämmle, CEO of the Swiss Cancer League.
For the first time, a fully integrated brand presence
Until now, the annual breast cancer campaign has been run as a standalone initiative alongside the national campaign. In 2026, this distinction will be eliminated. Instead of individual, isolated initiatives, the Cancer League is adopting a consistently integrated approach across all communication disciplines: greater reach, higher visibility, and synergies between marketing, fundraising, and PR.
«We show how everyday life goes on despite everything. It is this juggling act between treatment and managing family life that is truly overwhelming—and that is exactly where the Cancer League’s support comes in,» says Regula Bührer Fecker of La Stratégiste.
Channels and Duration
The campaign will run from September 14 through October 31, 2026, throughout Switzerland and in three languages. On September 30, the 60-second commercial will air on Swiss television, after which it will be shown during commercial breaks in movie theaters. In addition, there will be online and social media advertising, as well as digital out-of-home screens in and around train stations, in pharmacies, drugstores, and doctors’ offices. Advertisements will appear in Swiss newspapers and magazines.
On the fundraising side, the campaign includes a donor letter to existing supporters, a nationwide direct mail campaign, and digital initiatives via the TWINT donation portal. Reports on the featured women will appear in the donor magazine «aspect.» The national communication efforts are complemented by a campaign landing page, organic social media content, PR and media relations, an event, and activities by the cantonal and regional cancer leagues featuring awareness materials for local breast cancer campaigns.
Responsible at Krebsliga Schweiz: Sibylle Bloch (District Marketing Lead), Aline Meierhans (Marketing Specialist). Lead Agency, Strategy and Creative: La Stratégiste, Regula Bührer Fecker. Other partners: Mygosh with Dylan Moore (Director), Nino Michel (Director of Photography), Ilonka Galliard (Executive Producer), Isabel Cangialosi (Junior Producer), Billy Bains (Post-Production Producer), Marko Strihic (Editor), Raven Bush (soundtrack); Photography: Sarah Maurer; Image editing: Pixelpolish; Production: Detail; Media planning: Webrepublic; Fundraising: EVOQ; Redesign of the donor magazine «aspect»: Binkert Partnerinnen.
