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Following the success of CoppaFeel!’s 2010 ‘Boob Hijack’ awareness campaign, archibald ingall stretton…devised a concept to make checking their breasts ‘the habit of a life time’ for young people across the UK.
‘Hello Boobs’ aims to encourage and inspire young people, particularly of university age, to be comfortable and familiar with their breasts in order to reduce the incidents of late detection or misdiagnosed cancer.
The integrated campaign will include billboards, postcards and transfer tattoos which will be distributed at a number of festivals including Beach Break, V festival, T in the Park, The Big Chill and Bestival. The idea behind the creative is to encourage young people to start a life long relationship with their boobs by naming them. ITV television presenter Lorraine Kelly, who is the first celebrity to take part in the initiative, has christened her boobs ‘Pinky’ and ‘Perky.’
The image on the billboards and postcard, emulating the 1994 ad, shows a woman posing in a Wonderbra staring down at her boobs. Next to the model is a bold caption - spoofing the ‘Hello Boys’ tagline - that reads: ‘Hello Boobs’. Supporting light-hearted copy explains: ‘Knowing your boobs could save your life’ highlighting the importance of knowing what your boobs look and feel like normally.
