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.



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