The Waiting Chair Offers Powerful Reminder to Screen for Breast Cancer

ONE23WEST has launched a new campaign for Breast Cancer Canada to raise awareness about the importance of early detection of breast cancer. The campaign encourages women aged 40 and older to take advantage of Ontario's new self-referral mammogram policy, emphasising that breast cancer won't wait, and neither should you.

As of February, 2021, The World Health Organization declared breast cancer the most diagnosed cancer worldwide. In Canada, one in eight women will be diagnosed in their lifetime. This year alone, that’s - 28,000 Canadians who will be diagnosed with the disease.

At the heart of The Waiting Chair is a visceral depiction of breast cancer’s silent but aggressive nature. The campaign unfolds in two phases:

1. Digital Activation – A striking digital animation shows a doctor’s waiting room chair slowly transforming as a tumour metastasizes, visually representing the disease’s relentless progression.

2. Physical Stunt – To bring the message into the real world, a series of sculpted chairs simulating tumour growth will be displayed at Toronto Eaton Centre. The installation serves as a tangible reminder that, just like the disease itself, ignoring screening can have devastating consequences.

Kimberly Carson, CEO of Breast Cancer Canada, states, “The Waiting Chair are a powerful symbol of the many layers of waiting that breast cancer patients endure. It is important that we continue to empower women to take charge of their breast health by prioritising routine screenings.” Appointments can be made by contacting your nearest Ontario Breast Screening Program location or calling the Ontario Breast Screening Program at 1-800-668-9304.

Marie Cermakova, associate creative director at ONE23WEST, adds, “This project transforms breast cancer from an unseen threat into a tangible, evolving experience. The strategy draws inspiration from the hidden nature of breast cancer’s progression - The Waiting Chair visibly changes over time, developing lumps and irregularities to illustrate how breast cancer advances when left undetected. This artistic representation challenges us to feel the urgency of timely action, making the issue of delayed detection not just a concept to understand, but an emotional experience to confront.”