CoppaFeel! a breast cancer awareness charity, has unveiled an innovative social and out-of-home (OOH) campaign to help promote the early detection of breast cancer.
Created by visual artist Molly Hankinson, the huge UGC mural intends to encourage young people to ‘get to know’ their bodies.
As part of the campaign, the charity teamed up with leading social publisher Tyla to take the messaging into the social sphere and utilise Tyla’s monthly reach of 56 million to help gain new audiences.
Tyla, under LADbible Group, is helping CoppaFeel! spread the awareness by tapping into the LADcreator Network to curate UGC content around the question: ‘What does your chest feel like?’. The online engagement will be led by key influencers and the interaction of their followers.
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Lawless Studios and esteemed mural artist Hankinson were originally tasked with ‘visually interpreting’ and converting spoken word poems and sonnets written by influencers and their audiences into a ‘huge’ two-week mural on Hanbury Street, London.
The mural aims to showcase all genders and bodies of different shapes and sizes in one huge, brightly coloured painting. While a mirror aims to encourage passers-by to question their chest, QR codes will also lead people to a ‘Self-Checkout’ tool.
“As the final iteration of CoppaFeel!’s #KnowYourself campaign, this project’s aim is to encourage young people to explore their chests in order to get to know their body’s normal,” CoppaFeel! PR and marketing manager, Poppy Brady, said.
“Early diagnosis of breast cancer saves lives, and we are so excited to engage our audience in this new and innovative way.”
The campaign, planned and booked by the7stars, will be available to view in Shoreditch until 20 November.
The7stars Supernova partnerships lead, Eleanor Cable, added: “This uniquely engaging campaign is the result of a fantastic collaborative effort – bringing together two media partners to build out an impactful social and OOH plan, with those channels we know resonate with the target audience most.
“Here, our trusted partners have elevated the messaging in a uniquely entertaining and informative way, all for a great cause.”
