Judges’ Award 2024 Gold £2.5-£5 million
CoppaFeel!, the UK’s first (and only) breast cancer awareness charity for young people, has launched The Chest Checklist campaign in collaboration with Black Women Rising. CoppaFeel! are committed to ensuring all breast cancers are diagnosed early and accurately, whilst Black Women Rising are a cancer support project which offers vital help, information and practical advice for people of colour who have been diagnosed with cancer.
Driven by the insight that 96% of Black women who have experienced breast cancer did not felt represented in the media or chest checking resources, The Chest Checklist aims to drive awareness and educate Black women on the signs and symptoms of breast cancer, empowering them to seek medical advice if they notice any unusual changes. The ambition is to ensure all breast cancers are diagnosed early, when treatments are more effective and survival rates are higher. Black Caribbean and African women are more likely to be diagnosed with breast cancer at a later stage, attributed to systemic failures and health inequities leading to symptoms going undetected. This understanding shows the importance of Black representation to ensure breast health communications represent and speak to young people of colour.
The Chest Checklist is a six-step guide on what to be aware of when checking for signs and symptoms of breast cancer. The content was devised by tapping into routine and self-care moments that would encourage breast checks as a regular, body positive experience. Set to Jorja Smith’s ‘Little Things’, and directed by award winning director Tajana Tokyo, the content demonstrates how to check your chest from start to finish. Tokyo’s directing style is heavily influenced by her professional dance career, having previously worked with artists such as Beyoncé and Janelle Monae. This love of dance informs Tokyo’s work, as seen within this CoppaFeel! x Black Women Rising campaign which integrates choreography, storytelling and vibrant music into the piece. Breast cancer signs and symptoms are creatively incorporated into the styling and environment designed for a Gen-Z audience. For example, we see the word S-I-Z-E and S-H-A-PE artfully spelled out through nail art, and the word NIPPLES embroidered on the edge of her towel. The end card call to action is ‘Breast cancer can affect any body. Checking your chest could save your life’.
CoppaFeel! is the UK's only breast cancer awareness charity for young people. We educate people on the signs and symptoms of breast cancer, encourage them to check their chest regularly and empower them to speak to their GP if they notice something unusual. Breast cancer can happen to any body and early detection can mean better outcomes to treatments.
We align with the following UN Sustainable Development Goals:
