Breast Cancer PSA. A passion project that turned up an Emmy.


How do we engage women effectively in a new way on the topic of breast cancer and prevention and strike a universal chord among all women without using typical PSA scare tactics. Oh, and the budget was almost non-existant.


We lit on a couple of contrasting human truths about females and their breasts.  First, before girls grow breasts and while they are developing them they are often focused on them and preoccupied with these changes in their bodies. Conversely, once women have breasts they often take them for granted and forget to do monthly self-breast exams.  We decided this was good fodder for an interesting commercial.


After approaching several large cancer foundations with a storyboard to get sponsorship and funding for the project and getting nowhere, we chose to co-produce the commercial ourselves doing whatever it took. Deb invested not only a great deal of time but her own money in the project. Paula invested her time and enrolled some of her contacts in donating part of the post-production. During the many months it took to complete the project, Deb found an organization willing and excited to put their name on the end of the PSA and run it on TV.  That organization was SHARE – Self Help for Women with Breast and Ovarian Cancer.


The spot won a New York Emmy for Best PSA. We were told by SHARE years later that the spot did so well and the subject matter was treated with such positivity they ran it for years on donated cable commercial time. We will never know the number of women it reached or impacted.

Film Credits:

Director/Producer: Deb Lucke   Writer/Producer: Paula Dombrow   Line Producer: Deb Jeffries    Music: Gordon Minette  Music Producer: Jeanne Look   Editor: Robin Burchill   Editorial House: Consulate   Director of Photography: Claudia Raschke



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