Breast cancer awareness charity Coppafeel! is risking a public commotion by bearing the boobs of seven models as part of a campaign designed to “desexualise” the language people use for breasts and promote the 2014 Breast Cancer Awareness Month.
In a major departure for the charity – whose previous agency AIS London used a more subtle, linguistic approach – the Kamarama ads herald a new no-holds-barred strategy.
However, the campaign may not be without its knockers, so to speak, as the ads will appear across all media channels for the next six weeks and could attract criticism even though they are from a charity.
Created in collaboration with photographer Rankin and calligrapher Alison Carmichael, the #whatnormalfeelslikecampaign features topless women with hand-lettered calligraphy written across their chests, describing their breasts.
The campaign is based on the insight that most women aged 18-30 struggle to find other words than “big” or “small” when asked to describe their breasts.
By introducing different phrases like “squidgy”, “bouncy” and “spongy”, Coppafeel is hoping that young women will be “inspired to reclaim” the language around their boobs.
Rankin said of the campaign: “I love the simplicity of the images and the reaction they provoke from the viewer; it emphasises how rare it is to see breasts shown in an honest and non-sexualised way in the media.
“People talk about breasts as ‘big’ or ‘small’ but we don’t talk about shape, texture and sensitivity. This campaign aims to help women reclaim the vocabulary around breasts and know what normal feels like for them.”
The campaign also aims to communicate the fact that “normal doesn’t equal flawless”.
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