‘Check In’ is the disruptive new campaign from CoppaFeel! and the NHS North East London Cancer Alliance to highlight that breast cancer can and does happen to young people.  

Breast cancer is the most common cancer for females aged over 15. While 1 in 7 women will be diagnosed with breast cancer in their lifetime. The campaign is vital because early detection saves lives.  

Most women will survive breast cancer for five years or more when it is diagnosed at the earliest stage.

In the UK the national breast screening age is 50. Therefore it is vital to know the signs of breast cancer. Currently, just a quarter of 18 to 24 year olds check their chests monthly. While almost half (47%) of young people surveyed in the NECLA boroughs have never checked their chests.

Sophie Conway, Head of Community and Engagement at CoppaFeel!, explained: “Too many young people think breast cancer only happens to older white women. Our research shows that young people, especially those from marginalised communities, don’t feel that breast cancer is relevant to them due to myths, stigma, and taboos.” 

Using influence for good 

The campaign aims to spark a conversation to break the stereotype that breast cancer only happens to older white women.

At its heart is a social-first content series and an out of home campaign including Gen Z creators such as Klaudia Fior (Wavyute), and Tolly T from The Receipt’s podcast.

Each of the different creators featured in the series will explore a different barrier and help young people to recognise the importance of early detection. By platforming deeply personal and nuanced experiences, ‘Check In’ aims to instigate meaningful conversations that could save lives.

NHS data reveals that Black and South Asian Women are more likely to be diagnosed at Stage 3 and 4 due to significant health inequities in the UK.

CoppaFeel! And NELCA’s collaborative campaign explores nuances in the barriers facing young people in North East London’s communities, from healthcare inequities to cultural taboos and stigmas.

“Raising awareness about breast cancer in young people, especially in London, is about more than early detection – it’s about empowerment. By sharing knowledge and encouraging openness, we can break the silence, help with early action, and inspire young people to take control of their health, no matter what their age,” added Obi Onyiah, North East London Cancer Alliance.

The campaign will be supported with an out of home takeover across 858 North East London locations, selected due to over-indexing for the target audience.

Hackney-based creative marketing agency Tag co-created the campaign with young people from North East London. An approach which ensures the campaign is both authentic and culturally relevant. 

Tumisha Balogun, Co-Founder of Tag Agency, explained: “Young people are often excluded from important health conversations, especially breast cancer, and this campaign marks the beginning of changing that narrative by reflecting their voices and perspectives. We engaged with over 50 young people from NELCA boroughs and across London, ensuring their input shaped every aspect of the campaign.”

She continues: “Our hope is that this initiative not only sparks conversations but also inspires others to involve young people in the decision-making process, allowing them a seat at the table where campaigns that aim to reach them are created.” 

Next generation content creators included in the campaign include Michelle Mentu, Abolaji Oshun, Naz Hamdi, Lorraine Owusu, Igoris Taran, Razik, Dillon Kalyabe, Efya Abrokwah, Ronni Winter, Mathushaa Sagthidas, Mizi Qing. PR was handled by AxeandSaw.

Breast cancer can happen to anyone at any age. If found early, breast cancer is very treatable and survival rates are higher. This is why it is so important to get to know what’s normal for you and check yourself every month.  

To find out more about how to check your chest click here.