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Boob Hijack

Issue 20 | September 2011

Background

CoppaFeel! is a breast cancer charity set up by 23-year-old cancer sufferer, Kris Hallenga.

The challenge was to raise awareness that breast cancer doesn’t discriminate against age, and get the message across to young women, fast. All on a budget of £10k.

There are so many ‘cancer’ messages in the market there was a real danger they would smother the message unless the approach was very different.

So, instead of targeting young women, young male partners were targeted instead, shocking them out of thinking complacently “it would never happen to my girlfriend”.

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