We use humour and a dash of personality to make breast awareness accessible, without making cancer the punchline.
Keep it positive:
CoppaFeel! isn’t just any old brand, we’re a charity with a purpose. We exist to make a positive difference in the world and we’re proud of the work that we do. We know that cancer can be a difficult subject to talk about, but we also know that positive things can happen when we break taboos. So we talk about a serious message in a light-hearted and empowering way, to address difficult issues with a sense of agency and action. It doesn’t mean we sugarcoat things or ignore the reality of cancer. We’re not here to scare people or shock them into action, we want to empower them to take charge of their future and get to know their body (and boobs), so that they can live long, happy lives.
Our goal is to end the late-detection of breast cancer in young people. To achieve this we’ll need to shout louder than our size and make a name for ourselves with every young person in the UK. We don’t do this by putting anyone else down. It is not the CoppaFeel! way to call out other people or brands for their (perceived) shortcomings, or to attack what anyone else is doing.
It’s also important to remember that we wouldn’t get anywhere close to achieving our mission without the support of the people in our community. Everything we do is for our community and our beneficiaries, and they deserve a share of the credit whenever we’re tooting our own trumpet.
Putting the cherry on the cake:
Let positivity sing through in your words. As a charity with an exclamation mark in our name, we’re not shy of a little positive punctuation. But if we use exclamatives in every other sentence, they start to feel a bit overwhelming and they lose their impact.
The same goes for superlative words like ‘phenomenal’, ‘spectacular’ and ‘awesome’. When used sparingly they add life to our writing. But if we chuck them everywhere, they start to lose their meaning. (If everyone who does something for CoppaFeel! Is ‘outstanding’, is anyone outstanding at all?)
Sinéad Molloy 