CoppaFeel! and Boohoo "Life saving lingerie" by AMV BBDO

In an attempt to encourage younger women to check their breasts regularly, CoppaFeel! has teamed up with online fashion retailer Boohoo to create a range of potentially life-saving bras.

The range comprises three bra designs, each featuring a different pattern for women to follow when checking their breasts. The bras' washing labels explain symptoms of breast cancer to look out for when performing a check.

A film shows a range of women wearing the bras, as well as demonstrating how each pattern can be used to check for lumps.

The work was written by Laurens Grainger, art directed by Alicia Cliffe and directed by Amy Becker-Burnett through RadicalMedia.

It follows CoppaFeel!'s "Grab life by the boobs" campaign, which encouraged people from all backgrounds to check their chests.


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