New campaign for CoppaFeel! shows how knowing your body could save your life
The latest push is driven by research initiated by the breast cancer awareness charity 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.
Based on the insight that being aware of what your ‘normal’ is means you’re more likely to notice a change in your body, the campaign seeks to draw attention to the fact that all age groups and genders can be affected by breast cancer with the endline: Breast cancer can affect any body. Knowing yours could save your life.
The film features young people on a journey of self-discovery with their bodies in an intimate series of vignettes. The Director worked closely with the cast to draw upon their own experiences in order to deliver a raw and honest representation of self-exploration.
The campaign is extended further in print and outdoor, with the human body presented as a landscape to be explored by overlaying geographical contour lines across intimate close-up photography. The ‘human landscape’ images were captured by photographer Kristina Varaksina through Fujifilm, with a public exhibition of the images taking place at the Fujifilm House of Photography in central London.
The campaign will run across TV, radio, print and social in September, through to October, which is breast cancer awareness month.