CoppaFeel highlights breast cancer awareness through relatability
The widespread myth that breast cancer doesn’t happen to young people is busted in a CoppaFeel campaign shot in an everyday setting.
There’s been a recent trend towards using everyday scenarios to drive home the messages of charitable causes. February’s No More advert used a simple voicemail recording to portray the chilling nature of coercion, while a lonely cat’s struggles highlighted an uptick in abandonment cases.
CoppaFeel’s campaign with TAG Agency is similarly data-led. Data shows that far too many young people still believe breast cancer only affects older white women. Historically, breast cancer awareness campaigns have failed to reach younger audiences, especially those from marginalised backgrounds.
The impact of this oversight is stark: 47% of young people in North East London had never checked their chests. Black and South Asian women are more likely to be diagnosed at Stages 3 & 4 due to healthcare inequalities.
Myths, stigma, and cultural taboos made early detection feel irrelevant. To reach these audiences, the campaign needed to do more than inform through statistics. It had to connect.
Avoiding the ‘preachy’
Rather than talking at the audience, CoppaFeel! collaborated with trusted Gen Z creators to share real-life stories through intimate voice notes, aiming to create something that felt personal and familiar.
These stories were designed to be consumed during moments of downtime, gently encouraging reflection and action in a way that didn’t feel forced.
The charity made five social-first films—an out-of-home campaign using Gen Z creators from marginalised communities to lead the narrative. 858 location takeovers occurred in North East London, ensuring visibility in key areas where the message would have the most impact.
Word on the Curb tested this campaign against its Edutainment Model’s Cultural & Emotional Resonance Index, engaging groups of 16-24-year-olds. The results were clear: it wasn’t just informative, it was deeply personal. It didn’t just raise awareness, it challenged assumptions. It wasn’t just seen, it was felt.
Our take
CoppaFeel!’s ad reaches young people where they already are, both physically and digitally. There’s an openness and honesty to the dialogue, and a simplicity that sends the message home.
The advert is about the importance of information and discussion while highlighting the real-world effects of a disease. It’s notable too, that, like Cats Protection’s advert, there’s a happy ending of sorts, in that the victim in question goes on to recover.
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