Breast cancer awareness charity CoppaFeel has teamed up with Fold7 and Prettybird in a new campaign showing how knowing your own body well could save your life. ‘Know Yourself’, directed by Jess Kohl, is a raw and very real display of young people on a voyage of self-discovery with their bodies.
The important film documents young people armpit sniffing, bottom squeezing, leg hair scratching, and curve caressing themselves – staying true to the notion that no one knows your body better than you, and being aware of what your normal is means you’re more likely to notice a change.
Many of the scenes were informed by the cast’s real-life experiences of their own self-exploration. It is an unashamedly honest portrayal of personal discovery that will hopefully encourage young people to explore their uniquely wonderful bodies.
”The idea for the project was not only to raise awareness around an important issue – that young people of any gender can be affected by breast cancer – but also to encourage young people to get comfortable with their bodies, to embrace themselves whatever shape and size, however they identify, and by doing so potentially protect themselves from a life-threatening illness,” said Kohl.
CoppaFeel is committed to ensuring every young person has the best possible chance of surviving breast cancer. The push is driven by concerning research by CoppaFeel, which shows a quarter of young people aren’t aware that breast cancer could affect them, and one in five young people say they would delay going to a GP after finding symptoms because of the coronavirus pandemic.
“CoppaFeel exists to give young people the best chance of surviving breast cancer through early detection. We are constantly challenging ourselves to find new and inventive ways to connect with our audience and get them to see breast cancer as a relevant issue in their lives,” said Sinéad Molloy, head of marketing at CoppaFeel.
The campaign will also be executed in print and out-of-home (OOH) formats, with the human body presented as a landscape to be explored by overlaying geographical contour lines across intimate close-up photography.
The ‘human landscape’ images were captured by photographer Kristina Varaksina through Fujifilm, with a public exhibition of the images taking place at the Fujifilm House of Photography in central London from October 1.