#Enhertu Now Stunt

Details

Role —Lead Graphic Designer and Art Director

Company — Breast Cancer Now

From initial idea to Trafalgar Square

Enhertu is a life-extending treatment for people with HER2-low metastatic breast cancer. After being rejected for use on the NHS in England in 2024, Breast Cancer Now launched a long-running campaign calling for the treatment to be made available to those who needed it.

As part of the campaign, I was approached by Breast Cancer Now’s Policy team to develop a live stunt that would generate media attention and help increase pressure on NICE, NHS England and the drug companies involved.

After pitching three concepts to senior stakeholders, I developed The Queue: a silent queue in Trafalgar Square representing the thousands of people waiting for access to Enhertu. Each participant held a sign showing how long had passed since the drug was rejected, while empty pairs of shoes represented those who had died while waiting.

I led the creative development of the stunt from initial concept through to final execution, including the visual identity, signage and supporting campaign assets.

The stunt formed part of more than two years of campaigning by Breast Cancer Now and its partners. On 17 September 2026, NICE recommended Enhertu for NHS use in England, meaning thousands of eligible patients will now be able to access the treatment.

What began as a scribble in my notebook became part of a campaign that helped turn sustained public pressure into real change.