Cancer Awareness Campaign To Reclaim Language Of Breasts


The CoppaFeel! charity wants women to take back the vocabulary used regarding their chest with #WhatNormalFeelsLike.

Sara Roncero-Menendez
  • 8 july 2014

Breasts are one of the most talked about parts of the female anatomy, but usually only in the context of size. Women often complain about their size as compared to others, doing things or buying products to accentuate or hide them. Still, with all the buzz going on around this part of the body, there isn’t much talk about self breast examinations which are crucial for the early detection of breast cancer. Coppafeel! wants to change that by changing the language women use every day to describe themselves.

While there are plenty of PSAs and other health campaigns urging women to check themselves, there are still many women who fail to detect the warning signs. According to CoppaFeel!,

Currently 5% of diagnosed cases are already at stage IV with breast cancer being the second most commonly diagnosed cancer in women under 30 in the UK (181 new cases diagnosed and 12 deaths annually). CoppaFeel! strives for a country where no one dies of breast cancer because of late detection or misdiagnosis.

The British cancer awareness group wants women to stop focusing on the size of their mammary glands to pay attention to their shape and feel. The better they know their breasts, the more likely they are to notice changes that could indicate cancer. Coppafeel! has held several campaigns to raise awareness about checking breasts, now with the help of British advertising agency Karmarama. The latest being the Twitter hashtag #WhatNormalFeelsLike encouraging women to explore their own normal when it comes to their chest.

CoppaFeel! founder Kris Hallenga, who herself was diagnosed with stage 4 cancer at 23, went out and asked women to describe their chest, to disappointing results: “What we found was pretty worrying; beyond ‘big’ or ‘small’, ‘perky’ or ‘saggy’ women struggled to find the words. #whatnormalfeelslike aims to change that.” By changing the language surrounding the subject, CoppaFeel! is hoping to not only spark a change in attitude but also encourage women to take care of themselves. After all, a simple change in the way women speak could save their lives.



Lyft Gives Free Rides To Those Who Have Had Too Much To Drink

Syndicated Yesterday

Banned Books Week Urges People To Seek Out Controversial Works

Joining the annual celebration of the right to read, US author Jessica Herthel called for 'more information, more voices' to protect diversity

Augmented & Virtual Reality Yesterday

Outdoor Camp Presented In 360° VR By X Games Gold Medalist

The video features campers riding BMX trails, zip lining through the woods, and performing big-air jumps


Get PSFK's Related Report: Future of Advertising

See All
Travel Yesterday

Boeing Wants Passengers To Control Their In-Flight Experience Through Their Phones

The airline manufacturer is embracing automation through a new generation of mobile travel apps

Augmented / Virtual Reality Yesterday

VR Surgery Videos Offer Interactive Medical Education

Dutch startup MDLinking hopes to globalize communication between students and medical care professionals with virtual reality content

Related Expert

Jack Dorsey

Social Networks, Payments

Culture Yesterday

Use Twitter To Learn A New Language

tDict is an app that uses the social media platform to help you search for words in local dialects

Mobile Yesterday

This Startup Wants To Digitize The Loose Coins In Your Pocket

CoinOut is a new app that lets you save your extra change from cash transactions as electronic funds

Advertising Yesterday

McDonald’s Is Accepting Trash As Currency In Exchange For Burgers

An initiative in Stockholm is trying to keep streets clean while satisfying hunger


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed Yesterday

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Culture Yesterday

Google Is Using Virtual Paper Airplanes To Bring People Closer Together

The tech giant released an app that lets people throw their good wishes out into the world on the International Day of Peace

Advertising Yesterday

Get Paid For Traveling In San Francisco After Rush Hour

BART Perks rewards commuters who take early or late trains by giving them extra points to trade for money

Culture Yesterday

Artist Designs Covers For Books That Don’t Exist

Published by the fictional 'Specious Books,' the subversive works facilitate a conversation regarding the artistic integrity of graphic designers

Work Yesterday

Editorial Roundtable: The Arrival Of The People-First Workplace

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX enumerate the reasons why companies need an employee-embracing workforce in order to exist

Food Yesterday

Bringing Food Innovation To America’s Crowded Milk Market

a2 Milk's Blake Waltrip, Chief Executive of the USA region, discusses how the distributor plans on bringing the popular drink for the dairy-sensitive to the States


Future Of Work
Cultivating The Next Generation Of Leaders

Financial Services Yesterday

Device Makes Digital Currency Feel Tangible

The concept gadget wants you to experience the highs and lows of spending money

Augmented / Virtual Reality Yesterday

NBC Is Planning To Stream The Presidential Debates In Virtual Reality

Partnering with AltspaceVR, the broadcaster offers another way for Americans to engage with the election season

No search results found.