Adam&EveDDB has shared its debut campaign for CoppaFeel!, which aims to drive behaviour change by highlighting that breast cancer can, and does, affect young people too.
The new social and DOOH campaign entitled ‘Changing The Face of Breast Campaign’, plays on the popular age filter trend on TikTok (which currently has 26 million posts) to tell the personal stories of young women who have breast cancer.
Despite looking aged at the start of each film, the reveal demonstrates that the women, Brodie, Annisa and Shannon, are in fact aged only 21, 22 and 24 at the time of diagnosis.
The reveal highlights how the condition is not something which just affects women over thirty, and that everyone should be checking their chest regularly.
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Social films directed by Molly Manning Walker and produced by Rogue Films, will also appear across TikTok, Instagram and Snapchat throughout June, as well as being supported by OOH and Spotify, with each campaign execution landing with the message: “You’re never too young to check your chest. Finding breast cancer early could save your life.”
Adam&Eve creative director Paul Hochberg said: “I think we all have the preconceived idea that breast cancer only affects older women, partly because they are usually the ones we see in breast cancer awareness communications.”
“Breast cancer affects young people too. That’s why we needed to change the face of breast cancer, to urge younger people to start checking their chests as early as possible,” he added.
He also said the team had been lucky to work with real storytellers “whose diagnosis testimonies will resonate with girls their age, who look just like them.”
Coppafeel marketing director Martine O’Donnell added: “Our research highlights that only one third of young people view breast cancer as something that could affect them.”
“With a need to drive the relevancy of chest checking behaviours amongst this age group, we worked with adam&eveDDB to create ‘Changing the Face of Breast Cancer,” she continued.
