MOOBS

Putting male breast cancer on the national agenda

moobs was launched to raise awareness of male breast cancer, a condition that remains widely misunderstood and often overlooked.

Founded by breast cancer survivor James Richards, the organisation aims to challenge stigma surrounding the disease and encourage men to recognise symptoms and seek medical advice.

To launch the organisation nationally, a media relations campaign centred on personal testimony alongside expert commentary from TV GP Dr Amir Khan and Dr Zoe Williams, helping bring the issue into mainstream national conversation.

The campaign secured over 750 pieces of coverage, including BBC Breakfast, BBC Radio 5 Live and TalkTV, driving national awareness and putting male breast cancer firmly on the public agenda.