CoppaFeel! wants the public to confront breast cancer 'breasts on' in poignant 'Grab life by the boobs' campaign that tackles a diversity problem in awareness campaigns.
As part of its tenth-anniversary celebrations, the breast cancer awareness charity wants to normalise regularly checking your boobs like brushing your teeth.
The campaign is particularly targetted towards people from BAME backgrounds, transgender community and cisgender men. Research from the BBC reported that national screening stats showed people from ethnic minority communites do not go for screening as much as their white counterparts.
Further, Warwick University discovered late-stage disease was found in about 25% of black African breast cancer patients, versus 13% in white breast cancer patients.
Such findings highlight the need for greater diversity in awareness campaigns - not as a tick-box, but a critical necessity that could save lives.
With this in mind, CoppaFeel! worked with Fold7 on this 'Grab life by the boobs' campaign, that features real men and women - some of which have experienced breast cancer themselves - to highlight how checking your boobs regularly could be lifesaving.
The spot opens with a montage of different women dealing with things that make life a handful, including fitting into tricky, tight gym wear, rainy days outside and demanding kids.
The voiceover notes "life can be a handful. But what do you do? Back down when things get tough? Or confront them, breasts on?"
The film then cuts to a set of snapshots of diverse men and women checking their chests, as the voiceover continues "do you let go or grab on for dear life? You grab on to everything it has to offer. Your future. Your loved ones. Yourself. So grab today. Grab tomorrow. Grab what matters."
It ends with a series of powerful shots of each of the cast members holding their chests while staring pointedly out to the viewer, as the voiceover finishes with "grab your dreams. Grab big and squeeze plenty. It could save your life."
Chief Creative Officer – Ryan Newey at Fold7
Creative – Simon Helm at Fold7
Creative Director – Adrian Lim at Fold7
Agency Producer – Charlotte Whittall at Fold7
Business Director – Chloe Cooper at Fold7
Strategy - Marie Conley at Fold7
Director - Eloise King at Pretty Bird
Production Company Producer – Ted Thornton at Pretty Bird
DoP - Anna Patarakina
1st AD - Dave Calland
Editor - Ellie Johnson at tenthree
Sound Designer - James Lyme at No.8
Music Composer - Aaron Williams at Wake The Town
Music Supervisor - Dave Bass at Wake The Town
Colourist - Tom Mangham at The Mill
Flame Ops – The Mill
Post Producers – Mia Saunders and Kati Hall at The Mill