We have teamed up with breast cancer patients living in South East London and animation students at the London College of Communication, University of the Arts London (UAL) to develop a series of public health animations. The animations aim to educate breast cancer patients about the benefits of hormone (or endocrine) therapy and empower them to seek support when it comes to managing side effects.
The animations are narrated by patients who have undergone endocrine therapy and can be shared with patients who are about to start treatment or who are struggling to continue treatment due to the side effects.
80 per cent of breast cancer patients in the UK are recommended endocrine therapy before or after surgery. The treatment, which involves a daily oral tablet, can reduce the risk of the cancer returning. It works by blocking the effects of hormones like estrogen and progesterone, which can stimulate the growth of cancer cells.
Patients often spend 5 years or more on hormone therapy which can lead to significant side effects that impact patients’ daily lives. While individual responses to treatment can vary, some patients do experience side effects - such as muscle and joint pain, fatigue and mood changes - that can impact their quality of life and require careful management.
The animations were commissioned and funded by SELCA and reflects the experiences of a group of breast cancer patients, including Alex from Lambeth.
Alex was diagnosed with breast cancer in 2020 and was advised to start endocrine therapy in 2022 to reduce the risk of the cancer returning. Alex experienced a number of side effects, including joint pain and fatigue, which impacted her everyday life.
Last year, Alex joined a patient focus group facilitated by SELCA, to discuss how to improve support for breast cancer patients undergoing endocrine treatment.
Alex said: “I received guidance and support from my medical team about the treatment and its possible side effects but it was really helpful to share experiences with other women in the focus groups who had been through similar treatment. We had a shared understanding what it felt like to have had cancer and to now be on endocrine treatment which was really positive and comforting.”
The group highlighted that more clear, accessible and visually engaging information about endocrine therapy was essential to ensure patients felt supported and less alone.
Students from the London College of Communication’s BA (Hons) Animation, MA 3D Computer Animation and MA Visual Effects courses were later given access to patient interviews that were recorded by SELCA during the focus group. The students developed the animations based on these testimonials.
Alex has reflected on her time working with fellow patients and the students at the London College of Communications and said: “I hope that patients who are about to start treatment or who are currently struggling to continue treatment due to the side effects, feel sense of comfort hearing the voices of those who have walked in their shoes. I hope these animations will help patients to feel less isolated and give them the courage to ask for support. I believe these animations would have greatly benefited me during my treatment.”
SELCA and the patients who narrated the animations are now encouraging healthcare professionals and cancer support providers to share the animations with breast cancer patients who are on or about to start endocrine therapy and start an open discussion about managing side effects. The animations can be shared alongside existing patient information about endocrine therapy.
The three animations – One Step at a Time, Running for Tomorrow and In this Together, can be viewed here.
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Dr Kislaya Thakur, Lead Consultant Breast Surgeon-Lewisham and Greenwich NHS Trust and Chair of the SELCA Breast Tumour Group, said:"This is a very important and timely piece of work. Compliance with endocrine treatment in breast cancer is low - not just in the UK, but globally - and this video addresses that challenge head-on. It highlights two key messages I always share with patients: side effects vary widely and not everyone experiences all the side effects to the same degree; importantly, muscle and joint aches can actually improve with activity. I hope this video can support compliance so patients can experience the real life-saving benefits of endocrine therapy in the long run.”
Aayushi Modi, MA 3D Computer Animation Student at London College of Communication, University of the Arts London:“Before this project, I didn’t even know what endocrine treatment was or how much it could help. Hearing real patient stories made me realise the strength it takes to go through that kind of journey. It made me want to handle their stories with care, especially through animation. I worked on the environment and character animation, and for the first time, I saw how my creative skills could do something real — something that supports and comforts others. Being part of this campaign showed me that animation isn’t just about visuals — it can be about healing, awareness, and connection."
Maureen Salmon, Associate Dean of Knowledge Exchange, London College of Communication, University of the Arts London:"Our creative student community plays a powerful role in making health communications more accessible, relatable and human-centred. By working closely with NHS partners, students not only develop meaningful responses to real-world challenges, but also see the impact their creativity can have in improving patient experiences and awareness. This project continues a valued and growing partnership with the South East London Cancer Alliance and wider NHS teams. It’s a pleasure to have this collaboration flourish and reflect our deep commitment to community-engaged creative practice."