Breast cancer awareness charity CoppaFeel is launching a new brand campaign which aims to raise awareness of lesser known signs of breast cancer, by urging young people to ‘Get It Off Your Chest’ by speaking to their GP if they notice any symptoms.
The campaign, devised by Karamarama, goes live this week across national outdoor media and press, with radio, cinema and social content featuring CoppaFeel’s patrons such as Fearne Cotton, Dermot O’Leary, Greg James, Tom Fletcher, Russell Kane and Rachel Riley, amongst others.
The digital activity was created with a channel-first approach that ensured all video content was fit for purpose across various social media platforms.
It is a common misconception that breast cancer only starts with a lump. In fact, it has many signs and symptoms, which this campaign raises awareness of through impactful, straight-talking lines like ‘Does your nipple ever dribble?’ and ‘a crusty nipple isn’t just rough, it means you have to sort stuff’.
#GetItOffYourChest addresses the barriers to checking boobs, educates young people to the wide range of breast cancer signs and symptoms to look for, and gives them confidence to feel able to speak to speak out if they were to notice any.
To open up the conversation and get more people talking, CoppaFeel are touring the country with the campaign, popping up at festivals as part of their Summer Boob Tour as well as student campuses, colleges and workplaces nationwide with the Uni Boob Team and Boobettes.
This activity builds strategically on Karmarama’s previous campaign for the charity, #WhatNormalFeelsLike, which used normalised body images and disruptive language around boobs to encourage the habit of checking them regularly to know what normal feels like.
The media planning was done by Mediacom, with outdoor media support from 8 Outdoor.
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