Karmarama has created a new integrated brand campaign for CoppaFeel, the breast cancer awareness charity for young people between 18 and 24. The campaign aims to raise awareness of lesser known signs of breast cancer, and to inspire young people to speak to their GPs if they notice any symptoms. The campaign went 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 by Karmarama with a channel-first approach that ensured all video content was fit for purpose across various social media platforms. The activity is centred around a 60 second video, in which the group of celebrities each read out a line from the rhyme written by poet Rishi Dastidar, with the words warning people to check their chests and be aware of any changes. The charity's founder, Kris Hallenga, who was diagnosed at just 23-years-old, also appears in the video herself. When she was diagnosed, it was found the disease had already spread to her spine, but she was driven by her experience to raise awareness for other young people that cancer was a possibility and not just a disease that affected older people.
Kris Hallenga said: “CoppaFeel is about more than discovering a cancer diagnosis. It's about empowering ourselves to be proactive about own own health, body and wellbeing. We created the #GetItOffYourChest campaign to highlight the lesser known signs and symptoms of breast cancer and encourage people to talk to each other if we feel something is wrong. It's about knowing your boobs; knowing that if you do find something, you know what to do and if found early, you have many options. Put simply, breast cancer does not need to be detected late or be a taboo subject amongst youngsters because when you get it off your chest, it really will be for the best!”
It’s 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 your 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 also 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 on the previous Karmarama 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.
