We're delighted to have won Best Use of Influencer - for a sex positive porn brand at the PRmoment Awards, for One More Page 3 which was launched during Breast Cancer Awareness Month.
In its heyday, Page 3 was part of the fabric of British life, printed in a daily paper that regularly had 12 million readers, And it conformed to what, it was believed, men wanted to see when they turned the front page: a glamourous young woman with big, ‘perfectly shaped’ breasts.
Times have changed. In 2015, as a result of the No More Page Three movement The Sun ceased publication of topless Page 3 shots, and in 2019 The Daily Star followed suit.
Yet for women who have experienced breast cancer or undergone mastectomies, body image can be a difficult thing to overcome. Even in 2023, there are few images in public circulation or mainstream media of confident, empowered women who’ve undergone a double mastectomy.
We at Cow and Erika Lust wanted to change that.
We wanted to present a confident, happy woman that has undergone a double mastectomy, and then Erika lead a call for media to publish it, hence the One More Page 3 campaign.
Danni Moore is a body positive influencer who had a double mastectomy following breast cancer treatment. She is the real star of the campaign. Her 'glamour images' were syndicated everywhere from BBC News, The Daily Star, Mashable and across social media.
One of the most gratifying aspects was seeing the hundreds of comments from women on the joint Instagram post from ERIKALUST and Danni: ‘Wow, thank you. As an oncology nurse practitioner I can’t tell you how happy an ethical porn company steps up to the plate and helps us accept our bodies as they are, battle scars and all!’. Another wrote ‘You have inspired me to embrace my body in public and not worry when in a bikini….thank you’
Amongst the enormous wave of praise for Danni’s bravery and for the ERIKALUST brand for leading this initiative, some men – in the national online features comments - were genuinely furious to see these images under the Page 3 tag. Good. We set out to challenge misogyny and stereotyping of women for male gratification. We’re only heading in one direction, and those men have been left behind, rattling their cages.
Massive props to the account team and to Cow Studio who delivered it.