Monday, 15 September 2014


I have said it before, but will say it again. Breast cancer is an issue that is close to my heart. My best friend from my early school days died from the disease when she was in her early 20's and three current friends have it. Everyone it seems knows someone with the disease, has had the disease or is undergoing treatment from the disease.

CoppaFeel! aims to stamp out late detection and misdiagnosis of breast cancer by ensuring that people know that signs and symptoms of breast cancer, know what their boobs look and feel like normally, check their boobs regularly throughout their lifetime and have the confidence to seek medical referral when they detect abnormalities. Currently 5% of diagnosed cases are already at stage IV with breast cancer being the second most commonly diagnosed cancer in women under 30 in the UK (181 new cases diagnosed and 12 deaths annually). CoppaFeel! strives for a country where no one dies of breast cancer because of late detection or misdiagnosis. The charity receives no government funding and relies solely on voluntary donations. 

To celebrate the launch of #whatnormalfeelslike, CoppaFeel!s new advertising campaign, the breast cancer awareness charity are opening an exciting pop-up in London’s Brick Lane in association with bath, body and beauty brand I Love…

Visitors to the pop up will be able to create their own campaign style shot in the ‘Boob Booth’, a specially created photo booth to capture your bare-chested beauty. All those that dare to bare will take home a CoppaFeel! goody bag full of beauty treats from I Love… and Balmi.

Lynda Matthews Head of Marketing for I Love… commented ‘I Love... are delighted to be collaborating with CoppaFeel! on this very special Pop-Up. As a brand, I Love appeals to young women and anything we can do to support the incredible work Kris and CoppaFeel! are doing to encourage breast cancer awareness is a positive thing. We want to get that conversation started to ensure that we can help women in the future feel confident about going to their doctor if they feel that something may be wrong. This is the first step in making that happen.

Open from 18th-21st September, it will exhibit original imagery from the campaign, which features seven bare-chested women, each body painted with the word that best describes how their boobs feel to them. Shot by British photographer Rankin and using words such as ‘squidgy’, ‘spongy’ and ‘bobbly’, the campaign calls on women to reclaim the vocabulary surrounding breasts and learn #whatnormalfeelslike for them. The cult East-London nail salon WAH Nails and Barry M will also be on hand, giving exclusive, complimentary CoppaFeel! inspired manicures Thursday and Friday.

On the Saturday and Sunday, Paul Mitchell and Vintage Hair stylist will be there creating classic up-dos.

The #whatnormalfeelslike campaign was born after months of research and conversations with women across the UK. The research showed that women age between 18-30 struggle to find words to describe their boobs beyond big or small.The reason being is that the sexualisation of boobs has led to women only thinking about theirs in terms of size. Therefore the purpose of this campaign is not only to inform young women that there are other words they can use to describe their boobs but to also help women reclaim the vocabulary so that they know #whatnormalfeelslike for them.

Kris Hallenga founded CoppaFeel! after being diagnosed with stage 4 breast cancer at the age of 23. One in eight women will be diagnosed with the disease at some stage in their life and CoppaFeel! aims to get the message out that the sooner we get checking, the sooner we get to know our boobs and are able to spot any changes.

Kris says; ‘We want to make it normal for girls to talk about their boobs. Society and the media think of breasts in a sexual way but by creating this campaign we want to give boobs back to women and encourage them to think and talk about them in terms beyond size. The more normal it is to talk about boobs, the more likely women are to check themselves regularly and spot any changes early.”

Twitter: @CoppaFeelPeople
Twitter: @IloveHQ

1 comment:

  1. It's great that you are helping to promote this. I know quite a few people that have died, been diagnosed or have survived various forms of cancer xxx


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