A new range of bras that could save your life has been released in support of breast cancer awareness charity CoppaFeel!
The concept for the bras, named Life Saving Lingerie, came from AMV BBDO. They were released towards the end of October by international fashion brand boohoo for breast cancer awareness month. This is the first stage of the Life Saving Lingerie campaign which is planned to run into 2020 and beyond.
There are three graphic bra designs in the range. Each has a different pattern for you to follow, showing you a way to check your boobs. The patterns also work as a reminder for you to check every time you put them on.
Washing labels inside the bras will also describe the other symptoms you should be aware of (other than lumps) when you perform your check.
As well as the concept, AMV BBDO created a 60-second film promoting the bras, directed by Amy Becker Burnett through RadicalMedia London. It features a diverse cast of young women, modelling the bras and demonstrating how to use them.
AMV BBDO has also worked with 12 female illustrators to create a range of artworks that will remind women to check their boobs.
The initiative will be supported with a social media, influencer and editorial campaign, led by online destination Tyla, LADbible Group’s female-focused brand. This is the second time AMV BBDO and LADbible Group have collaborated on bringing a social-good campaign to life, following their award-winning Trash Isles campaign in 2018.
The main objective of the bras is to get younger women into the habit of checking their boobs more regularly, so that they can spot any issues earlier. Because if found early enough, the survival rate of breast cancer increases dramatically (up to 99% in some cases*.)
Despite the fact that 1 in 8 women will get breast cancer in their lifetimes, 2 out of 3 women under thirty don’t check their breasts regularly and 1 in 5 women have forgotten how to check. Life Saving Lingerie hopes to change the latter two statistics for the better.
How the bras work: - The three bras work by giving a guide on how to check your boobs. - To check, follow the pattern over your whole chest, up to your collarbone and under your armpit. (The checking itself should be done with the bra off, once you’ve familiarised yourself with the pattern.) - There is a choice of three patterns. There is no better or worse one to follow - each of them provides a different way of checking and learning about what feels normal for you. Which is important, because when you know what feels normal, you can tell when something doesn’t. - Once you’ve checked once, remembering to do it again should be easier, because the pattern will remind you to every time you pick up the bra.
Kris Hallenga, Founder of CoppaFeel!, said:
“We’re really pleased for the opportunity to spread our message with Life Saving Lingerie. Working with boohoo, LADbible Group and AMV BBDO will allow us to tell more people why checking their boobs is so important. CoppaFeel! exists to stamp out the late detection of breast cancer by educating young people about their boobs and encourage them to get anything abnormal checked out.”
Carol Kane, Joint Founder of boohoo, said:
“We have worked with CoppaFeel! in the past and it is a charity close to our hearts. We were delighted to have been chosen as the e-commerce partner for the ‘Life Saving Lingerie’ project and hope we can help spread the positive message around the importance of checking your breasts through our platforms.”
Sarah Douglas, CEO of AMV BBDO, said:
“AMV BBDO is a creative company. We seek out innovative ways to deploy our creativity in products, communications & design for business & social advantage. We are thrilled to have partnered with boohoo on this life saving initiative.”
Lizzie Barclay, Head of Marketing at LADbible Group, said: “We saw this as a great opportunity to support CoppaFeel! and ensure their message reaches women at scale, especially in the 18-34 age bracket. Social purpose campaigns continue to be hugely important to us. In the past, we’ve tackled topics such as mental health, animal extinction and the environment – seeing our partnership with AMV BBDO and boohoo lead to the development of a physical product has been really exciting”.
Project Life Saving Lingerie
Client Harri Lowndes Marketing & Brand Partnerships Manager, Coppafeel!
Creative Agency AMV BBDO
Chief Creative Officer Alex Grieve
Executive Creative Directors Nadja Losgott & Nicholas Hulley
Creative Directors Al Wilson & Diccon Driver
Art Director Alicia Cliffe
Copywriter Laurens Grainger
Agency Planner Alaina Crystal
Agency Account Team Anusha Subeathar
Agency Producer Holly Pienaar
Agency Art Producers Rhiannon Nicol & Sophie Alliott
Media Agency Hearts & Science
Media Planner Amy Matthews
Production Company RadicalMedia London
Director Amy Becker-Burnett
Production Company Executive Producer Jodie Brooks & Ben Schneider
Production Company Producer Isabelle Graham
Editing Company Marshall Street Editors
Editor Laura Cairney-Keize
Audio Post Production Wave Sound Studios
Sound Designers Ed Downham & Dugal Macdiarmid
Music 'Aventura' Mavi Phoenix
Music Supervision Francesca Briginshaw, Alison Manicourt, Adelphoi Music
Post Production Company Electric Theatre Collective
Post Production Producer Oscar Wendt
Colourist Jason Wallis
Stills Photographer Josh Osborne
Illustrators Camilla Engstrom, Édith Carron, Genie Espinosa, Chrissie Abbott, Miranda Kill Millen, Kate Prior, Eva Cremers, Kissi Ussuki, Kate Isobell Scott, Jess Warby, Valentine Reinhardt, Alice Movaillier.