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Abstract: In 2007, the French National Cancer Institute initiated a cancer communication campaign entitled “We are two million ordinary heroes”. Aims of this study were to investigate perceptions about this campaign, for 34 women treated for breast cancer. Triangulation of the reports from narratives and assessment of psychological variables ensures better validity of the data. Three psychological identification processes have been identified: identification with the hero character with a value of emotional repression; adherence to content “ordinary” with low-level of perceived self-efficacy; no identification in response to a double-bind message, with sense-making process about traumatic event. These findings underscore the need to promote communication health campaigns taking into account possible effects of media discourse on individuals and families struggling with cancer. [Copyright &y& Elsevier]