CoppaFeel!'s Campaign Empowers Everyone to 'Grab Life by the Boobs'
Grace Mahas — July 30, 2019 — Social Good
References: coppafeel.org & thedrum
CoppaFeel! -- a non-profit organization founded by twins Kristin and Maren Hallenga that seeks to raise awareness about breast cancer -- recently launched the inclusive and frank 'Grab Life by the Boobs' campaign in celebration of the non-profit's tenth-anniversary.
The campaign tackles the lack of diversity portrayed in many traditional awareness campaigns and is targeted towards people of color, the transgender community, and cisgender men. According to research, people from these communities are significantly less likely to go for screening compared to their white counterparts.
In order to raise awareness in more communities, the campaign features men and women from diverse backgrounds checking their breasts for signs of the disease. The campaign leaves viewers with the message: "Grab your dreams. Grab big and squeeze plenty. It could save your life."
The campaign tackles the lack of diversity portrayed in many traditional awareness campaigns and is targeted towards people of color, the transgender community, and cisgender men. According to research, people from these communities are significantly less likely to go for screening compared to their white counterparts.
In order to raise awareness in more communities, the campaign features men and women from diverse backgrounds checking their breasts for signs of the disease. The campaign leaves viewers with the message: "Grab your dreams. Grab big and squeeze plenty. It could save your life."
Trend Themes
1. Inclusive Advertising - This trend highlights the importance of inclusive advertising campaigns that reach diverse communities and address their specific needs.
2. Diverse Representation - The campaign showcases a diverse range of individuals, addressing the lack of diversity in traditional breast cancer awareness campaigns and promoting inclusivity.
3. Increasing Awareness - The campaign aims to increase breast cancer awareness in communities that are traditionally less likely to seek screening, highlighting the need for targeted outreach and education.
Industry Implications
1. Non-profit - Non-profit organizations can adopt inclusive advertising strategies to actively engage diverse communities and raise awareness for important causes.
2. Healthcare - The healthcare industry can learn from this campaign and develop targeted outreach initiatives to improve cancer screening rates among underrepresented groups.
3. Marketing and Advertising - Marketing and advertising professionals can leverage the trend of inclusive advertising to create campaigns that resonate with diverse audiences and challenge traditional stereotypes.
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