A fresh, fun approach encouraged people between 18 and 35 to check their boobs regularly, highlighted the signs of breast cancer, and gave young people the confidence to speak to a doctor, or seek help elsewhere, if they noticed anything out of the ordinary.
A film full of ‘double entendre’ was created showing how using your hands to feel, fondle, stroke, squeeze and rub was a simple and effective way to spot any problems. The film ran on ITVBe and has been shown in more than 900 cinemas so far. The campaign was backed by posters nationwide and advertising in titles such as Look, Star, OK! and New. It also featured in shops like Sweaty Betty, Ann Summers, Zakti and Lomas gyms.
CoppaFeel! won the right to show the first female breast, including a nipple, on daytime television, which attracted media attention and, in turn, raised an amazing amount of awareness. The ground-breaking feat became the top trending story on BBC News Online.
A Facebook ban of the film because it featured a nipple sparked a huge reaction on the digital platform before it was reinstated. It also generated a massive reaction on the CoppaFeel! Twitter feed.
In total media coverage enabled the campaign to reach 300 million people, plus attracting 50,000 YouTube views, more than 160,000 Twitter impressions and more than 130,000 Facebook reaches.