London advertising agency Fold7 has partnered with breast cancer health & education charity CoppaFeel! to encourage women to #TrustYourTouch when it comes to checking their boobs and being aware of any unusual changes. The campaign reasserts the importance of using your touch to ensure early detection, and was screened at CoppaFeel!’s festival Festifeel on 14th October.
Research by CoppaFeel! found that the vast majority of young women do not check their boobs regularly. The main barrier was uncertainty, with 6 in 10 saying they lacked the confidence to know how to check. The majority of 18-29 year old women believe that there is a specific method to check their breasts, thinking it is much more complicated than it really is.
Marie Agudera, Strategy Director at Fold7 was inspired by a study on human touch conducted by the Royal Institute of Technology in Sweden that found that the sensitivity of human touch was more powerful than previously thought –“If your finger was the size of the Earth, you could feel the difference between houses from cars”.
Lucy Aston, creative at Fold 7, says: “We rely on our touch for an incredible amount of things, without even thinking about it. It’s the perfect tool for checking for any changes. There’s no right or wrong way, it’s just important to get hands on and know your boobs. If this campaign can encourage women to have the confidence to regularly touch their boobs, it could help detect signs of breast cancer earlier.”
CoppaFeel! has become infamous for its irreverent tone and boundary-pushing campaigns to raise breast cancer awareness. Since winning the account earlier this year, Fold7 has created the campaign with tongue-in-cheek copy, accompanied by educational and eye-catching creative to help young audiences rethink cancer detection and the role that self-checking can play.
A new film, directed by Ivana Bobic, is scheduled to run on TV and in cinemas, in 60 and 40-second adverts respectively. These creative executions will be supported by an Out-of-Home campaign and retail activations in partnership with retailers including Sweaty Betty, Zakti, Kevin Murphy and Lomax gym.
The campaign hopes to change behavior in young women, who are currently more likely to go to the dentist, weigh themselves or get their eyes tested than they are to check their boobs.
Natalie Kelly, CEO of CoppaFeel!, commented: “CoppaFeel! exists to help everyone stand the best possible chance of surviving breast cancer, because if found early it is very treatable and survival rates are significantly higher. In demonstrating the power of our hands and celebrating our touch as the best tool for checking, we hope to encourage more young people across the UK to adopt a healthy boob checking habit, which could one day save their life.”