What’s the problem?
Breast cancer doesn't discriminate against age. But it's the last thing on most young women's minds. How do we get them to understand the importance of regularly checking their breasts – and knowing what to look for? All on a teeny £10K budget.
…what people value
As we groped for a solution, we realised the solution lay in
groping… There
are people out there who appreciate these women's breasts on a
regular basis: their partners. If we could make those partners
aware of the issues,
we could use the pester power of love – and
lust – to ram home our message. CoppaFeel! was born.
The creative innovation
We went in search of blokes who are thinking about breasts and
then made them think about breasts in a different way. We hit them
between the eyes/legs by hijacking the Bangbabes televised sex line
(it's like a phone sex line but
with pixels) and spoofed it with a live viral film. The film was
supported on
and offline by 'Boob Hijack' – a logo that found its way
onto the underground, The Angel of The North, and another northern
angel… Lorraine Kelly.
...and the reaction
