Description
Breast cancer awareness charity, CoppaFeel! is seeking to drive behaviour change in younger audiences, by demonstrating that breast cancer can affect young people too, in a new social and DOOH campaign by adam&eveDDB titled, ‘Changing The Face of Breast Cancer’.
The new campaign - adam&eveDDB’s debut work for the charity - aims to challenge perceptions that breast cancer only affects older women, reinforcing the message that you’re never too young to check your chest. With research showing that one in seven women in the UK will be diagnosed with breast cancer, some as young as 20, the campaign serves CoppaFeel!’s mission of encouraging early diagnosis which ultimately saves lives.
The campaign launches with a suite of 30” social films featuring real women from the CoppaFeel! community who have received breast cancer diagnoses.
In their own words, the protagonists - Brodie, Anisa, and Shannon - share personal stories of their respective diagnosis. Despite looking aged at the start of each film, when an ageing filter is lifted, we see that these women are in fact younger than initially depicted, aged only 21, 22, and 24 at time of diagnosis. The reveal demonstrates how people who have breast cancer can look just like them, and it is not a disease that only affects women over 30, driving relevancy in younger audiences.
The campaign puts an unexpected twist on the popular ‘age filter’ trend - currently with 26 million posts on TikTok - to heighten reach amongst the target demographic.
The social films will appear in June across TikTok, Instagram, and Snapchat and are supported by digital OOH and Spotify, with each campaign execution landing with the message: “You’re never too young to check your chest. Finding breast cancer early could save your life.” The campaign was directed by Bafta nominated director Molly Manning Walker and produced by Rogue Films, with media handled by the7stars.
This professional campaign titled 'Changing the Face of Breast Cancer' was published in United Kingdom in June, 2024. It was created for the brand: CoppaFeel!, by ad agency: adam&eveDDB. This Integrated and OOH Outdoor media campaign is related to the Health industry and contains 6 media assets. It was submitted 11 months ago.
Credits
Core Team
Client: CoppaFeel!
Creative Agency: adam&eveDDB
Project: Changing the Face of Breast Cancer
First Air Date: 12th June
CEO: Miranda Hipwell
Chief Creative Officer: Richard Brim
Executive Creative Directors: Ant Nelson & Mike Sutherland
Creative Director: Paula Hochberg & Molly Wilkof
Campaign Creative Team: Jane Barker & Gaby Grant, Sali Horsey & Zoe Nash, Forrest Clancy & Jay Parekh
Head of Production: Sally Pritchett
Head of Print Production & Experiential: Jaki-Jo Hannan
Radio producer: Anna-Louise Vass & Holly Pienaar
Project Manager: Josie Shand
Chief Strategy Officer: Martin Beverley
Head of Planning: Will Grundy
Senior Planner: Catherine Willoughby
Junior Planner: Kat Scott-Hyde
Head of New Business: Annabel Barry
PR: Shehneal Dhaliwal
Business Director: Skye Stoppani
Account Director: Sophie Kelting
Account Manager: Lizzie Coombs
Business Affairs: Edan Cummins & Dolares King
Finance: Charlotte Haddy
Legal: Tom Campbell
Clients
Marketing Director: Martine O’Donnell
Head of Marketing: Lauren Charsley-Ryan
Marketing Executive: Asha Karavadra
TV Production
Director: Molly Manning-Walker
DoP:
Production company: Rogue
Executive Producer: Kate Taylor
Producer: Maddy Easton
Assistant Producer: Gaby Cordardo
Graphic/Print Production: n/a
Sound Engineer – Giselle Hall
Sound Producer – Carla Thomas
Editor: Eve Ashwell & Tamara Ishida @ The Assembly Rooms
Post: Selected Works
⦁ ECD – Wes
⦁ Art Director – Amber Frisenda
⦁ Technical Director – Adame Boutrif
⦁ 2D Team – Valeria Scalamandre, Gary Driver, Pete Hodsman, Maheshwaran Chandrasekaran, Emma King, Dave Wishart
⦁ DMP Team – Chris Wilson
⦁ Colorist – Nielsan Bohl
⦁ Senior Producer – Kate Ryan
Motion Graphics: n/a
Photography Researcher:n/a
Research Production: n/a
Film Researchers: n/a
Music Supervisor: n/a
Music Track: n/a
Music Produced By: n/a
Music Publisher: n/a
Design
Design & Artwork: King Henry Studios
Designers: Paul Knowles & Sam Harris, King Henry Studios
Print Production
Retouching: King Henry Studios
Adaptation Production and Supply
DOOH Supply: Richard Bailey, adam&eveStudios
Digital Production and Supply
Digital Producer: Richard Bailey, adam&eveStudios
PR
PR: Persuasion Communications
Founder: Jane Austin
Account Manager: Ericka Santiago
Media – the7stars
Media: the7stars
Planners: Hannah Partington & Sarah Burke.
