Our debut work with breast cancer awareness charity CoppaFeel! demonstrated that breast cancer can affect young people too. The social and DOOH campaign is titled, ‘Changing The Face of Breast Cancer’.

Research showed that one in seven women in the UK will be diagnosed with breast cancer, some as young as 20. The campaign served CoppaFeel!’s mission of encouraging early diagnosis which ultimately saves lives.

The campaign launched with a suite of 30” social films featuring real women from the CoppaFeel! community who have received breast cancer diagnoses. In their own words, the protagonists – Brodie, Anisa, and Shannon – share personal stories of their respective diagnosis.

Despite looking aged at the start of each film, when an ageing filter is lifted, we see that these women are in fact younger than initially depicted, aged only 21, 22, and 24 at time of diagnosis. The reveal demonstrated how people who have breast cancer can look just like them, and it is not a disease that only affects women over 30, driving relevancy in younger audiences.

The campaign broke across TikTok, Instagram and Snapchat, putting an unexpected twist on the popular ‘age filter’ trend – currently with 26 million posts on TikTok – to heighten reach amongst the target demographic.