New campaign focuses on breast cancer awareness for young people

For World Cancer Day, CoppaFeel! x NHS NELCA are launching a disruptive campaign highlighting that breast cancer can, and does, happen to young people!

Why it matters

• Breast cancer is the most common cancer in females aged 15+
• Almost half (47%) of young people in North East London surveyed have never checked their chests.
• Black African, Black Caribbean & South Asian women are more likely to be diagnosed with late stage breast cancer.
• Early prevention saves lives - most women (almost 100%) will survive their cancer for 5 years or more when diagnosed at the earliest stage.
• For those who are under the screening age of 50, knowing the signs and symptoms is key.

Breast cancer is the most common cancer in females aged 15+, yet many young people believe there is little chance of them being diagnosed with it in the near future. Nationally, only 25% of 18–24-year-olds regularly check their chests. For those who are under the screening age of 50, knowing the signs and symptoms is key. Early detection can save lives!

The provocative campaign explores nuances in the barriers facing young people from diverse communities – from cultural taboos & stigmas to healthcare inequities and relationships with our bodies.

• Culture:
  • Health and wellness perceptions among minoritized communities 
  • Unpacking the complex conversations that take place within certain cultures when it comes to breast cancer.
• Healthcare:
  • Inequities in healthcare across communities
  • Highlighting that certain communities are disproportionately affected by inequalities in healthcare and the importance of checking.
• Bodies: 
  • Navigating complex relationships with chest checking and body dysmorphia
  • Breaking the taboos around how we talk about bodies and the importance of knowing your body and checking regularly.
• Lifestyle:
  • An exploration of how our influences in media and culture, can prompt us to awareness around the realities of breast cancer.

Titled ‘Check In’, the campaign features a social-first content series and an Out of Home Campaign including Gen Z creators such as Klaudia Fior (Wavyute), and Tolly T from The Receipt’s podcast.