Client: CoppaFeel!
Format: Print/digital OOH, TVC
Role: Art direction, design, illustration
Agency: Fold7

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Background

CoppaFeel! are a breast cancer awareness charity formed in 2009. Their latest push was driven by research which shows a quarter of young people aren’t aware that breast cancer could affect them, and 1 in 5 young people say they would delay going to a GP after finding symptoms because of the coronavirus pandemic.

Approach

Based on the insight that being aware of what your ‘normal’ is means you’re more likely to notice when something becomes abnormal, the campaign seeks to draw attention to the fact that all age groups and genders can be affected by breast cancer with the end line: “Breast cancer can affect any body. Knowing yours could save your life”.

Tight crops of the human body are presented as a landscapes to be explored by overlaying geographical contour lines across intimate close-up photography, shot by the brilliant Kristina Varaksina, through Fujifilm.

The campaign ran across TV, radio, print and social in September, through to October, which is breast cancer awareness month.