Fold7 announced the launch of its latest campaign with breast cancer awareness charity, CoppaFeel! The campaign, which celebrates Coppafeel’s 10th anniversary, asks people to “Grab Life By The Boobs” in a bid to normalize regularly checking your boobs, particularly for demographics that are statistically less likely* to do so, such as the BAME community, transgender community and cisgender men.
The campaign follows on from the widely celebrated “Trust Your Touch” ad, which was the first advert to show a female nipple on daytime TV back in 2017. The “Grab life by the boobs” campaign features real men and women, some of whom have experienced breast cancer themselves, and highlights how checking your boobs regularly could be lifesaving.
The 60 second ad opens with a series of shots of women busily getting dressed for the gym and looking after children, leading with a voiceover noting “life can be a handful”. The frame then moves to a woman lying in bed on a rainy day, pulling the sheets over her head, with the narrative continuing “but what do you do? Back down when things get tough? Or confront them, breasts on?”.
As the narrator continues, “do you let go, or grab on for dear life?”, the film cuts to a set of snapshots of women and men checking their breasts, playing rugby, swimming, and breastfeeding. The voiceover rolls on “you grab on to everything it has to offer. Your Future. Your loved ones. Yourself. So grab today. Grab tomorrow. Grab what matters.” Closing with powerful shots of each cast member looking directly into the camera holding their breasts, the ad finishes “Grab your dreams. Grab big and squeeze plenty. It could save your life.”
The campaign was developed by a predominantly female production team consisting of; Charlotte Whittall at Fold7, Eloise King at Pretty Bird, Anna Patarakina at Clean Films, Ellie Johnson at tenthree, Mia Saunders & Kati Hall at The Mill.
The campaign will run across TV, cinema, radio, print, OOH and online from July to November, kicking off today.
Ryan Newey, Founder and CCO, Fold7:
Breast cancer can impact anyone regardless of age, gender, race – but simply checking gives us the gift of early diagnosis enabling us to get medical treatment as quickly as possible. The line ‘grab life by the boobs’ was designed to communicate this by subverting the phrase ‘grab life by the balls’ – and while Trust Your Touch was about building confidence around checking, the message this time is much more assertive and proactive.
Sinéad Molloy, Creative & Brand Manager at CoppaFeel!:
CoppaFeel! was born out of a need for a more representative narrative around breast cancer, after our founder Kris Hallenga was diagnosed with incurable breast cancer aged 23. Grab Life By The Boobs is a celebration of grabbing on to life and a reminder to all young people that getting to know their body is the best way to put the future in their hands
Heidi Elleray, who features in the campaign’s TV ad, said:
I got involved in the campaign in the hope that it would help people understand that breast cancer can affect everyone, it doesn’t matter your age, gender or race, regular checking can make all the difference and that you can still rock it during treatment and come out stronger than ever!
The BBC reported that national screening statistics showed people from ethnic minority communities did not go for screening as much as their white counterparts. While research by Warwick University discovered late-stage disease was found in about 25% of black African breast cancer patients versus 13% in white breast cancer patients. This shows that the need for more inclusive representation in breast cancer awareness advertising is not just a nice-to-have, but critical to saving lives.
Chief Creative Officer – Ryan Newey at Fold7
Creative – Simon Helm at Fold7
Creative Director – Adrian Lim at Fold7
Agency Producer – Charlotte Whittall at Fold7
Business Director – Chloe Cooper at Fold7
Strategy – Marie Conley at Fold7
Director – Eloise King at Pretty Bird
Production Company Producer – Ted Thornton at Pretty Bird
DoP – Anna Patarakina
1st AD – Dave Calland
Editor – Ellie Johnson at tenthree
Sound Designer – James Lyme at No.8
Music Composer – Aaron Williams at Wake The Town
Music Supervisor – Dave Bass at Wake The Town
Colourist – Tom Mangham at The Mill
Flame Ops – The Mill
Post Producers – Mia Saunders and Kati Hall at The Mill