Coppafeel! highjacks bras to raise breast cancer awareness

Regular readers of this site will be familiar with the story of the exceptionally brave Kristin Hallenga and her charity, the cheekily named Coppafeel!

Twenty-eight-year-old Kris has stage four cancer originating from a lump on her breast that was initially misdiagnosed by her GP. Although there is nothing Kris can do about the steady decline of her health (her cancer has spread to her spine and her brain), she has launched a crusade to educate young women on the importance of regular breast examinations and health checks, and appeared last week on the moving BBC documentary, Kris: Dying To Live.

Coppafeel! is exceptionally creative in its methods of self-promotion (we recently wrote about the charity’s controversial partnership with Page 3), and has previously tackled everything from flash mobs dressed as enormous dancing boobs to hijacking the Houses of Parliament, the Lorraine show and the Angel of the North. Their latest – and potentially their most far-reaching campaign – is to attempt to add a little ribbon sewn into lingerie care instructions, advertising their site and promoting breast checks to the inside of new bras. All new bras, countrywide.

Using a Twitter hashtag, the #BraHijack campaign was initially launched on 15 October 2013. As the Coppafeel! site explains, ‘This isn’t a fundraiser, this is a life saver. We know that you guys forget to check your boobs, and what is it you do every day? You put on your bra, which we believe is the perfect opportunity to remind you to check your boobs every once in a while to see if everything is as it should be.’

As far as we know, no other breast cancer charity has ever attempted anything quite like this, and it’s a typical example of the type of bold, fresh thinking that has raised Kris and her colleagues a step above the rest. So far, lingerie chains including Curvy Kate, Very.co.uk, Panache and Gossard have agreed to include the ribbon within their products. Curvy Kate and Gossard have committed to adding the label to all future lingerie collections, and Very will add it to the care instructions of some 30,000 bras within its Sorbet Flirty Lace range. Coppafeel!’s relationship with Panache is already excellent, as last year the brand donated a percentage of sales of its pink sports bra to the charity, and in 2014 the label will be added to all bras within the Cleo by Panache and Sculptresse ranges. Tutti Rouge and Lepel also support the campaign.

Says Kris, ‘This campaign is obviously a bit different. We’re not asking for funds, we’re asking for brands to make an ultimate commitment to make women change the way they look at bras…It certainly lets the customers know that they have got their best interests at heart.

‘It’s nothing but good.’

Let’s Talk Breasts would like to congratulate Coppafeel! on their tireless campaigning in this country and look forward to seeing their #BraHijack labels within our bras.

Photo credit: Facebook/CoppaFeel!


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