Eyes Up Here — Catherine LoSchiavo

The Pink Fund is a non-profit organization that provides non-medical cost-of-living expenses on behalf of breast cancer patients. For Spring of 2023, they needed a campaign that would continue to speak to potential patients in need, while spreading awareness of their efforts towards fighting “financial toxicity”.

Starting with research, we gently found the flaws surrounding breast cancer awareness. Most often then not, a breast cancer diagnosis is viewed as only a physical fight; we needed to shift the focus from breast cancer being a conversation about a patient’s chest to one about their unique battle, physically and financially.

“Eyes Up Here” is a campaign that utilizes powerful imagery of real survivors, patients, and caregivers in order to stir talk around the other part of their fight. We’re challenging the narrative around breast cancer being only about breasts and urging potential donors to shift their focus.

We were incredibly grateful to work with the talented Laurie Tennent to capture portraits of breast cancer patients and survivors that had used the Pink Fund for aide. With her help, we were able to capture intimate and empowering visuals that laid the foundation of the campaign.