CoppaFeel! charity invites cinema goers to do just that

Creative agency ais London has revealed a new, cheeky cinema campaign – 'CoppaFeel! In The Dark' – for the youth breast cancer awareness charity CoppaFeel! 

The ad features a cheeky voice-over from Gavin & Stacey star Mathew Horne set against a blacked-out screen, and will be shown across 500 UK cinemas.

The charity aims to promote early detection of breast cancer in youngsters. The theme for this year's campaign aligns with the idea that cinemas offer a dark and intimate venue. The ad encourages cinemagoers literally to 'coppafeel' of their boobs, there and then.

Founding partner ais London, Steve Stretton said: “The best creative work always happens when the client believes in you and you believe in the client. I like to think that's the relationship we have with CoppaFeel!. And this latest piece of work is testament to that relationship. A simple, attention-grabbing thought that we're both proud of.”

Kris Hallenga, founder and CEO at CoppaFeel!, added: "We're constantly pushing the boundaries of awareness and education, and this is yet another great way to get people thinking about their boobs and reminding them to check them regularly. The only way we can make boob-checking part of everyday routine is by integrating messages like this into everyday life.”

“Mat Horne was the perfect guy, with the perfect voice, to deliver this potentially lifesaving message in a cheeky yet credible way, which we hope will leave a lasting impression on everyone watching movies at the cinema during the campaign period. How amazing would it be for people to go home and CoppaFeel! after their night at the movies.”

Earlier this year ais London and the charity's 'CoppaFeel! In The Shower' campaign to strengthen the message that checking your breasts should be the habit of a lifetime and last year's campaign was a series of 'Hello Boobs' ads, imitating the Wonderbra campaign.