CoppaFeel!: Hello Boobs

This campaign, for UK breast cancer awareness charity CoppaFeel!, targeted younger women. The creative used the iconic imagery of TBWA's 1994 'Hello Boys' Wonderbra ad to catch the target's attention, with posters featuring an updated version of the ad appearing at festivals and universities nationwide.

CoppaFeel!: Hello Boobs

archilbald ingall stretton

The team

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

Other contributor:

Arena Media.

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...

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