2012 Bronze Public sector and charity

Client CoppaFeel!

How did the campaign make a difference? Most young women think they can’t get breast cancer, so rarely check for changes in their boobs. CoppaFeel! decided to introduce these women to their boobs. Text reminder sign-ups increased by 1,400% and 14 Boobette ambassadors were recruited as a direct result.

What details of the strategy make this a winning entry? Breast cancer is something most young women know little about, associate with older women and don’t think they’ll get. CoppaFeel! research found that most avoid this serious subject and block out advice and information. Those who had checked their boobs usually did it as a one-off. This campaign needed to change behaviour, making it completely normal for young women to get to know their boobs. As a relatively new charity with little money (less than £20,000 for media and production costs), the strategy had to be simple but very effective. It needed to get the message to young women, while driving subscriptions to the monthly boob-check text reminder service. Everyone knows that when you want to get to know someone better, you introduce yourself and learn their name. So the campaign persuaded women to say ‘hello’ to their boobs. And give them nicknames.

How did creativity bring the strategy to life? The creative started with securing the rights to TBWA's 1994 ‘Hello Boys’ Wonderbra ad. This allowed a pastiche called ‘Hello Boobs’, asking ‘What will you call yours?’ 48-sheet posters grabbed attention – then the idea was brought to life at festivals and universities nationwide with transfer tattoos, seaside-style peep-through boards and university packs (including door hangers, UV rave pens and flyers). To take it to the next level, blippa turned DD into 3D with the world’s first augmented reality boobs. This app allowed users to view, name and share 3D boobs, and find out more about checking themselves. It also encouraged them to sign up to the monthly text-reminder service. A 96-sheet poster literally stopped traffic, and was supported by 300 other panels in more private London locations: women’s loos.

Results With the smallest of budgets, the message reached 350,000 festival goers and 330,000 students across 14 universities. Over 84,000 name tattoos were given away. Subscriptions to CoppaFeel!'s text reminder service increased by 1,400%. Over 20,000 pairs of 3D boobs were shared from just 300 outdoor sites. A huge amount of word of mouth and PR was generated, creating over £150,000 of media coverage. The campaign went global too, getting picked up on hundreds of blogs around the world.

Team Sarah Stratford, Geoff Gower, Natalie Powell, Seby Gurrieri, Paul Pearson, Laila Milborrow, Kieran Ainsworth, Leanne Holloway

Other contributors Arena Media