The Brief
CoppaFeel!'s ambition was straightforward: make chest-checking feel like a natural, everyday behaviour.
To achieve this, checking needed to move away from being perceived as something clinical, occasional or only relevant to certain people. Instead, it needed to become instinctive and habitual.
Traditional awareness campaigns often focus on delivering information. However, our audience already lives in a world shaped by emotional awareness. The opportunity wasn't simply to tell people why checking matters, but to connect checking with behaviours they already understood and practised.
The challenge was to build a meaningful association between emotional awareness and physical awareness, embedding the message in the places, moments and conversations that already form part of young people's lives.
What We Did
Our strategy was built around a simple but powerful insight: young people are fluent in feelings.
They regularly talk about their emotions, trust their instincts and understand the importance of acting when something doesn't feel right. We recognised an opportunity to connect that behaviour with chest-checking.
The campaign encouraged young people to think about physical awareness in the same way they think about emotional awareness. By linking the feeling that something isn't quite right emotionally with the act of checking physically, we could create a behaviour that felt intuitive rather than instructed.
The objective was not to create a one-off awareness moment. Instead, we wanted to build this association consistently over time.
The campaign ran across two key periods, summer and Breast Cancer Awareness Month, helping us reach young audiences at moments when they were highly social, highly visible and open to forming new habits.
We developed a fully integrated channel strategy, with every platform playing a specific role.
Out of Home activity targeted high-footfall urban locations and student-heavy cities, ensuring the campaign appeared in everyday environments where behaviours and routines are formed.
Social platforms including TikTok, Snapchat and Instagram extended the message into daily scrolling habits, using culturally relevant content designed to feel native to each platform rather than interruptive.
YouTube provided an opportunity for deeper storytelling, allowing us to communicate the emotional side of the campaign through longer-form content.
Audio added another layer of frequency and trust. Through host-read placements on Spotify's The Girls Bathroom, the message appeared in environments where conversations around self-care, wellbeing and personal advice already felt natural.
Together, the channel mix allowed us to surround young people with a consistent message across physical, digital and personal spaces, transforming a simple reminder into a repeated behavioural cue.
To understand how attitudes were shifting, we used the7stars' CoppaTrack tool, enabling us to move beyond reach metrics and measure genuine changes in awareness and behaviour.
