Breast cancer awareness charity, CoppaFeel! has today unveiled the final phase of its eye-catching #whatnormalfeelslike campaign, which shows 24 out of the hundreds of women who bared their breasts for the series of ads.
Launched last summer with images shot by Rankin, the campaign featured seven bare-chested women accompanied by the word they chose to describe their breasts, such as squidgy, spongy and‘bobbly. Since then, thousands of women have joined in with the campaign on social media and at events and festivals around the country.
Created by Karmarama #whatnormalfeelslike aims to inform young women that there are other words they can use to describe their boobs but to also to 'desexualise and re-feminise' the language people use for breasts.
Caitlin Ryan, executive creative director at Karmarama and spokesperson for the industry in the House of Commons on the use of sexualised imagery in advertising commented: “This campaign is a big step forward for how women are portrayed in advertising, and one that I'm very proud to be a part of. Making sure that women know what looks and feels normal for themselves is extremely important, and while the ads promote women to check their breasts regularly, they also show the sheer diversity of women’s bodies in the process - something which is not shown in advertising. And something which should be promoted far more."
The ad launches today and is running on digital screens around the country until the end of February.