Youth breast cancer awareness charity CoppaFeel! has revealed an ‘embarrassing text’ campaign which aims to encourage young women to sign up for a free, monthly text reminder service prompting them to check their breasts.
Designed by creative agency ais London, the campaign follows on from the 2012 ‘CoppaFeel! in the Shower’ initiative.
The new ads aim to capture the attention of young women in washrooms and feature a stream of embarrassing texts – like those sent on a late night out – showing that unlike these messages a text to CoppaFeel! will be one girls won’t regret later.
“We’re reaching out to our target audience as they go about their daily lives. This is another fun, cheeky way of doing so. Our text message service is the easiest way to remind women to check their boobs, with amusing prompts, that could one day save their lives. As girls are notorious bathroom texters, we hope to encourage them to send a text they won’t regret in the morning, whilst starting a healthy habit for life,” commented CoppaFeel! Founder Kris Hallenga.
Managed by washroom contractor Admedia, the posters will be placed in ladies’ washrooms nationwide from Tuesday 29 January until Sunday 10 February and are a new phase in promoting the free SMS reminder service.
Kevin Bratley, creative director at ais London, added: “We’ve all been there, a drunken text sent in the moment from the nightclub toilets that you deeply regret in the morning. So using adspace in exactly those toilets, we decided to get young women to send a text they wouldn’t regret instead.
“As always for CoppaFeel! it’s all about delivering a serious message in a fun way.”