I approached photographer Lara Boddington, film maker Simon Templeton and web developer Tom Batchelor about the concept and they came on board giving their professional time to develop the campaign.

We launched the campaign across social media. The images went viral and were promptly taken down by Facebook! This resulted in media interest here and overseas (thanks Mark). We secured features on Seven Sharp, NZ Herald, radio, online and international coverage. Subsequently, similar campaigns were established in Australia and the UK.

For wāhine facing mate ūtaetae (breast cancer) the daunting decision to have a mastectomy can lead to feelings of loss, grief, insecurity and self-doubt.

To change the conversation around mastectomies and breast reconstruction, I developed the Hope Emerges Campaign with the aim of changing the conversation from one of fear and taboo to one of empowerment.