CoppaFeel "Grab life by the boobs" by Fold7

CoppaFeel, the breast cancer awareness charity, addresses the elephant in the room.

CoppaFeel's 10th anniversary campaign encourages women and men to check their boobs regularly. Playing on the ol’ "grab life by the balls" cliche, the ad features members of the transgender community as well as cisgender men who are statistically less likely to check breasts. CoppaFeel's spot opens with a woman struggling to get out of bed and face the dreary British weather, before asking "Life can be a handful but what do you do? Back down when things get tough? Or confront them, breasts on?"

The ad celebrates the power and pride of the British people, closing with a montage of men and women holding their breasts alongside the advice: "Grab your dreams. Grab big and squeeze plenty. It could save your life." It follows 2017’s "Trust your touch" ad – the first to show a female nipple on daytime TV.

The work was created by Simon Helm and directed by Eloise King through Pretty Bird, and will run across TV, cinema, radio, print, OOH and online.