A cheekily direct message - "CoppaFeel! In the shower!" - was taken to music festivals across the UK this summer by the youth breast cancer awareness charity CoppaFeel!
The campaign encourages young people to make checking their breasts part of their daily routine. Kris Hallenga, founder and chief executive of CoppaFeel!, says: "Last year we ran a 'Hello Boobs' campaign. We wanted to move on from the success of that and make sure people were actively checking their breasts for signs of breast cancer.
"People have lots of excuses not to check, so we wanted to make it easy for them and thought that suggesting they do it while taking a shower would help."
The campaign's target audience was 18 to 30-year-olds, so it was decided to promote the campaign at nine festivals with a potential reach of 574,000 people in total, complete with a boob-shaped tent. Festival-goers and celebrities, including the DJ MistaJam, had their pictures taken in a shower booth using green-screen technology, different shower-themed props and speech bubbles with messages such as "I've just copped a feel in the shower".
Temporary tattoos on cleavages also proved popular - all shower-themed, with ducks in high demand. About 20,000 waterproof stickers listing the signs and symptoms of breast cancer were distributed during the summer, along with cotton wristbands that had a "check your boobs" reminder on them. People were also encouraged to sign up for a free monthly SMS reminder service - "text BOOBS to 70300".
The campaign, which cost about £10,000, was devised with the creative agency Ais London. The shower theme will now be taken to universities and is set to continue until the end of the year.
"Young people quite often switch off when they hear a health promotion campaign, so we had to make ours engaging, on young people's level and something that they could associate with their lives," says Hallenga.
"For example, the tattoos take two minutes to put on, which gives us an opportunity to explain to people why it's important that they should check their breasts and what to check for. We spoke directly to thousands of people."
EXPERT VIEW - JOSIE HAILEY, DESIGNER, NEO
There's no shortage of campaigns aimed at raising awareness of breast cancer. But this one certainly grabs the attention, so to speak. Cheeky, fun and with an admirably simple and unintimidating approach, CoppaFeel! manages to get a familiar message over in a fresh way.
There's a lot to be said about the benefits of being immature, and I'd be surprised if a giant boob-shaped tent didn't draw the interest of festival-goers (male and female, I suspect).
But behind the comedy is a serious message, and the shower stickers and free SMS reminder are great ways of making sure it's remembered long after the festivals have finished.
The campaign goes some way to eradicate the taboos around checking and talking about your breasts. By rolling it out across universities it can reach a larger audience - and, ultimately, save lives.
8 OUT OF 10