A quarter of young people do not realize that they are at risk of developing breast cancer. Moreover, one in five young people states they would postpone a visit to the doctor after finding symptoms, a decision that’s influenced by the COVID-19 pandemic. These are the concerning findings that breast cancer awareness charity CoppaFeel! discovered after conducting research, which pushed the organization to take initiative and encourage them to get to know their bodies.

Early diagnosis can save lives. Including a self-exam in your routine can contribute to detecting the disease earlier. Knowing every inch of your body is important as this allows you to identify any changes that might appear. Committed to ensuring everyone has the best possible chance of surviving breast cancer, CoppaFeel! sends us a reminder via a new campaign, “Know Yourself,” asking us to self-examine our bodies. Developed with the help of agency Fold7 and production company PRETTYBIRD, the initiative is fronted by a short video directed by Jess Kohl, bringing to the audience’s attention the fact that, sometimes, our body communicates with us. We just need to learn how to decipher its message and what it means.

The one-minute-long video showcases young people (age 18 – 24) while self-exploring their bodies. It opens up with a man checking himself in the mirror. Next, we see a woman inspecting the moles on her back. As images keep rolling, other people are observed sniffing, squeezing, or touching the curves of their bodies.

The campaign’s message is that no one knows your body better than you do and examining it on a regular basis means that you will be more likely to spot a change in your body. To capture a real representation of the process, the director worked closely with the cast, who contributed with their real-life experiences of self-examination.

Commenting on the initiative, director Jess Kohl said: “The idea for the project was not only to raise awareness around an important issue — that young people of any gender can be affected by breast cancer but also to encourage young people to get comfortable with their bodies, to embrace themselves whatever shape and size, however, they identify — and by doing so, potentially protect themselves from a life-threatening illness.”

“It was a privilege to work with the community who kindly gave their time and their presence to help Jess Kohl and PRETTYBIRD make the film happen for COPPAFEEL, whom we as a company have worked with before and will always find time to make these public service campaigns. The take-out should be… please check yourself regularly,” continues Juliette Larthe, Co-Founder and Executive Producer, PRETTYBIRD UK.

Yelena Gaufman, Strategy Partner, Fold7, adds: “This is our fourth year working with CoppaFeel! — a partnership built on a shared belief in creating impact through inventiveness. This year, we set out to connect with our audience on a more basic, more fundamental level. All we asked is for them to know it can happen and know their own bodies — to be their own best advocates.”

The initiative also includes print and outdoor, in which the human body is interpreted as a landscape but, similar to a geographical map, it also features contour lines which are usually drawn on a topographic map. These “human landscapes” were shot by photographer Kristina Varaksina through Fujifilm, with the resulted images being displayed at a public exhibition at the Fujifilm House of Photography in London from October 1st.

Sinéad Molloy, Head of Marketing at CoppaFeel!, concludes: “CoppaFeel! exists to give young people the best chance of surviving breast cancer through early detection. We are constantly challenging ourselves to find new and inventive ways to connect with our audience and get them to see breast cancer as a relevant issue in their lives.”

The “Know Yourself” campaign will run across TV, radio, print, and social in September and October — also known as Breast Cancer Awareness Month.

Credits:

Client: CoppaFeel!

Agency: Fold7

CCO: Jon Burley

Creative: Kiran Strickland & Jo Taylor

Senior Account Management: Annie Allen

Head of TV Production: Michelle Hickey

Production Assistant: Izy Brand

Production Company: PRETTYBIRD UK

Exec Producer: Juliette Larthe

Director: Jess Kohl

Producer: Paulette Caletti

Production Manager: Benji Landman

Production Assistant/ Covid supervisor: Enrique Da Silva

1st Assistant Director: Laura del Carrion

2nd Assistant Director: Connor Joyce

Runner: Julian Yaw

Casting: Hannah Ashby Ward & Grace Hudson, Lane Casting

Director of Photography: Olan Collardy

Focus Puller: Mairead Albiston

Clapper Loader: Joshua Dadson

Camera Trainee: Scarlett Gardner

DIT: Barry Jarman

Gaffer: Lee Parfitt

Driver/Electrician: Kev Roberts

Electrician: Joshua Loudon

Art Department: Syd Harmony

Wardrobe: Sara Tazor

Hair/Make-up Artist: Georgia Hope

Hair/Make-up Assistant: Emily Burrill

Intimacy Coordinator: Sara Green

Edit Company: The Assembly Room

Editor: Andrew Cross

Edit Assistant: Kevin Corry

Producer: Joshua Gochez

Post-Production: ETC

Colorist: Jason Wallis

Post-Producer: Oliver Whitworth / Claudia Carmichael

Sound Company: Wave Studios

Sound Engineer: Jonny Platt

Music Company: The Music Lab

Composed by Georgie Wells and Jack Chown

Music Supervision by Dave Goulding

Camera supplied by: Panavision

Lighting Supplied by: Lee Lighting

DIT Equipment: Edward Films

Talent:

Woman Reclining: Lucy Lepe

Sofa Shot: Georgelene Elliott

Garden Reader: Maya Felix

Bubble Bather: Melvin Boateng – St James

Phone in bedroom: Aliona Kolesnikova

Examines Face: Rico J Chase

Hair Proud: Isabelle Suwan

Moisturising: Glory Olanrewaju

Mirror Stretching: Aaron Baksh

Embraces Body: Amelie Roch

Lipstick Selfie: Ellie Goldstein