Shaken & Stirred - Influential Brand Profiling and Positioning

Breast cancer awareness charity, coppafeel! Tells people to #getitoffyourchest in latest campaign by karmarama

Karmarama has created a new integrated brand campaign for CoppaFeel!, the breast cancer awareness charity for young people. The campaign aims to raise awareness of lesser known signs of breast cancer, and to ‘Get It Off Your Chest’ by speaking to your GP if you notice any symptoms.

The campaign goes live w/c 19th September 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 with a channel-first approach that ensured all video content was fit for purpose across various social media platforms.

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 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 strategically on Karmarama’s previous 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.