Thursday, September 28, 2023

Breast Cancer Care to turn Euston into news hub with interactive e-motion screens in digital outdoor first

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UK charity Breast Cancer Care will pip a number of brands to the post this week as it launches a global world first in terms of digital advertising. As part of a month-long campaign to mark the 26th Breast Cancer Awareness Month this October, it will turn the walls of Euston Station into a nerve centre of live news information, saving commuters the hassle of ‘checking’ the things they worry about every day before reminding them to check their breasts regularly.

Working with award-winning creative agency iris and the UK’s No. 1 out-of-home advertising company JCDecaux, the charity will cover the walls of London’s Euston station with nine interactive e-motion screens, featuring live integrated news feeds. A global world first in digital outdoor in terms of the number of feeds running live information, the feeds will screen everything from horoscopes to the date and the time in Tokyo and Paris*, detailing the little things consumers are compelled to ‘check on’ every day.

Pink screens will flash up intermittently reminding consumers to check for signs of breast cancer alongside the many smaller things they check every day, featuring the straplines: “You check a million and one things all the time. Make one of them your breasts.”

The campaign will run across the 9 interlinked e-motion digital screens until the end of October, turning the busy station into a real-life news hub.

Shaun McIlrath, executive creative director at iris, said: “Technology has become so immersive that we’re often distracted from what’s important, by what’s immediate. So it’s great to be able to use advanced technology like e-motion to make that point and deliver a care message with real relevance and impact.”

Spencer Berwin, Managing Director – Sales at JCDecaux, said: “This is a fantastic creative use of our newest digital product e-motion. Using live feeds across 9 screens delivers incredible impact to our growing commuter audience.”

In the UK, 130 people will receive a diagnosis of breast cancer today. Breast Cancer Care is here to support anyone affected by breast cancer through its free phone helpline, online forums and expert information. All its services, publications and support are run entirely free of charge.

iris has also been responsible for two other outdoor world firsts this year, launching Wonderbra’s first 3D billboard poster at Waterloo, and unveiling 20 live sites across the UK for LOCOG featuring two of the official games for the Olympic mascots, which iris created.


For more information or images please contact:

Julie Bowyer, Global PR Director

+44(0)20 7101 7824 / +44(0)7956 513714
julie.bowyer [at]

About iris
iris is an independent, award-winning creative agency that delivers marketing campaigns for clients like adidas, the FA, Sony Ericsson, Shell and Volkswagen.

Over the past 12 years, iris has diversified to offer specialism in all disciplines, from management consultancy, CRM, direct and digital to advertising, PR, experiential, retail and sponsorship.  It is the blend of these skills that allows the agency to deliver ‘Extraordinary Ideas’ – solutions that provide competitive cut through by being interesting, valuable and part of popular culture.

Launched in London in 1999, iris is one of the fastest growing micro-networks in the world and today has over 800 employees working across 13 countries.

About JCDecaux

JCDecaux is the UK’s No. 1 Outdoor advertising company playing a major part in transforming   urban landscapes across the UK. As the premium broadcast supplier in Out-of-Home media; JCDecaux is the only pure-play Outdoor media owner worldwide, delivering high-quality and innovative advertising solutions.

JCDecaux is the No. 1 supplier of advertising opportunities across Airports, Rail, Retail and   Roadside in the UK. At the forefront of Digital Out-of-Home, JCDecaux’s expanding portfolio provides advertisers with enormous creative opportunities and flexibility, allowing campaigns to be tailored and topical.

With consumers spending more time out of home than ever before, JCDecaux’s high-profile products, targeted networks and advanced planning tools offer the ideal platform for brands to engage audiences on the move.

About Breast Cancer Care

Breast Cancer Care is just a phone call or mouse-click away for anyone who is affected by breast cancer. Our free helpline, information-packed website and online forums offer a friendly ear and expert advice to those dealing with the turmoil of this life-threatening illness. Across the UK we also offer skilled emotional and practical support through a range of confidential, face-to-face services, helping people every step of the way. Visit or call our free helpline on 0808 800 6000.

Source: JCDecaux

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