CoppaFeel!, the UK’s only breast cancer awareness charity for young people, today launched a new brand film to raise awareness of the risk of breast cancer for young people while reinforcing its key purpose to get young people checking their chest.
Youth specialist agency Livity, part of krow Group, created the film for the charity, alongside supporting brand photography.
New CoppaFeel! campaign
The film We are CoppaFeel! is an extension of the charity’s brand refresh which launched last year and was created by Livity.
This new content stays true to the principles of youth involvement which guided the refresh, with the charity’s key target audience playing a key part in the creative production of the film.
Young people from CoppaFeel!’s Youth Network and Livity’s In Future List, and wider network, were engaged across the creative and production process to help ideate, test and create the various elements of the film.
From the video treatment, to the script, to the actual production of video graphics, they were involved at every stage.
This partnership with young people reflects CoppaFeel! and Livity’s belief that the most powerful messages are created with the audience, not just for them.
Anyone with breast tissue, regardless of gender, can be affected by breast cancer, but often there is a misconception amongst young people that they can’t be directly affected.
CoppaFeel! exists to stamp out the late detection of breast cancer by educating, encouraging, and empowering young people to know their bodies and regularly check their chests.
This video bolsters this mission by introducing the charity to new audiences aged 18 to 24 and educating them of the importance of checking your chest once a month.
The film will be used across digital platforms and social media, alongside being used within CoppaFeel!’s existing education and healthcare professionals networks to further amplify its message.
Up and coming Black-owned creative production house Sata Studios partnered with Livity to help bring the creative concept to life and manage all film production, while acclaimed photographer Serena Brown captured vibrant new brand photos to accompany the online content.
The brand film – released online today on CoppaFeels! social channels – coincides with Breast Cancer Awareness Month this October.
Becca-Jane Schofield, Marketing Director at CoppaFeel!, said: “This film is all about empowering young people with a life-saving message: breast cancer can affect anyone, at any age – getting to know what’s normal for your chest, and spotting any changes early could save your life.
“When spotted early (at stage 1) most women go on to survive their cancer for more than five years – early detection really does save lives.
“We’re committed to working with young people to make sure the work we create speaks directly to them – and we’re particularly proud of our We Are CoppaFeel! film.
“It’s an example of the great work you can create when you truly collaborate with young people. Because early detection starts with awareness, and awareness starts with education.”
Alex Goat, CEO at Livity, added: “It’s easy to feel invincible when you’re young but, like all forms of the disease, we know that breast cancer can strike at any age.
“It’s been a joy to work with our friends at CoppaFeel! again to continue to deliver their urgent and life saving message to new audiences – our partnership is always special due to our shared commitment and drive to putting young people’s voices at the heart of what we do to make the most authentic and impactful work.
“Hopefully this film will help people – whatever their age or gender – stop, think, and start checking their chest as a monthly habit.”
Den Salazar, Motion Graphics Designer + Part of Livity’s In Future List, said: “These are exactly the kind of projects I love being part of. From the start, the team led with so much purpose, intention, and care.
“Being able to bring my craft to something that genuinely makes a difference has been such a joy.”