CoppaFeel, a breast cancer charity for young people, has won the rights to screen the first uncovered set of boobs on British TV in an ad created for its latest #TrustYourTouch campaign.
The advert was created by Fold7 for and encourages viewers to touch their boobs any which way they fancy, in order to detect unusual changes that may signify breast cancer. The creative is bright and zany and riffs on verbs such as 'fiddle, twiddle, jiggle, juggle' to convey that however you use it, the human touch is incredibly sensitive – and useful when it comes to personal health checks.
Shots of hands on breasts – both male and female – are cut with clips of irreverent but relevant objects. These include jellies, piano keys, bubblegum, doughnuts, peaches and basketballs.
The film ends by slowing down the fast pace of its percussive track and focusing on the chest of a woman who has undergone a single mastectomy. Overlaid text reads: ‘Touching your boobs could save your life’.
The ad was directed by Ivana Bobic and will run in cinemas as well as on TV. The 60 and 40-second cuts will be supported by an out of home campaign and retail activations in partnership with retailers such as Sweaty Betty and Zakti.
The campaign particularly aims to change the behaviour of young women, who are currently more likely to go to the dentist, weigh themselves or get their eyes tested than they are to check their boobs for signs of cancer.
Natalie Kelly, chief executive of CoppaFeel. added: “In demonstrating the power of our hands and celebrating our touch as the best tool for checking, we hope to encourage more young people across the UK to adopt a healthy boob checking habit, which could one day save their life.”
Fold7 won the CoppaFeel account earlier this year.