'I sang every aria just in case it was my last time'

Ideation | Earned | Strategy

About Time: The cancer aria


More than one in three patients are now waiting more than two months to start cancer treatment following an urgent GP referral

Two thirds of patients say waiting for treatment is the hardest part of having cancer, and half say their anxiety spiked while stuck in this period of limbo.

Zurich Life Insurance’s new Accelerate product offers virtual consultations, private diagnostic tests, second medical opinions, precision cancer medicine, access to leading overseas global treatment and support with cancer clinical trials in the UK and abroad.


To highlight cancer’s big wait problem, we commissioned operatic composer and soprano, Monica McGhee to write a piece of music which symbolised her own journey with thyroid cancer and highlight the stress and worry felt whilst waiting for cancer treatment.

Monica discovered a lump in her throat while warming up for a concert, not long after singing to millions at a packed Wembley FA Cup Final. Despite initially being dismissed by her GP, Monica recognised the potential impact the unknown growth could have on her singing career and pushed for testing, ultimately receiving a thyroid cancer diagnosis. With her career as a soprano on the line, Monica opted for a partial thyroidectomy to give her voice the best chance of recovery, even if that meant facing a 5-9% chance of recurrence.

“As an opera singer, I am fortunate to still have a career after discovering a tumour in my throat and will be eternally grateful for the swift surgery and effective treatment that put me on the road to recovery. Tragically, that isn’t the experience of 77,000 people in the UK every year, which is why I felt compelled to lend my voice to anyone who feels unheard, and unseen, at such a difficult time.”

Monica performed and recorded About Time with tenor Toby Spence and pianist Lee Michael Walton, who both survived cancer and shared their stories through moving interviews we recorded for the campaign.


Outcome

334 Pieces of media coverage across Nationals and Regionals


3 Standout broadcast pieces featuring BBC Radio 5 Live and BBC London


Previous
Previous

Cwaka! The Silence

Next
Next

MOO! BVI