Rankin Shoots 'Squidgy,' Spongy,' and 'Bobbly' Breasts for Cancer Charity Campaign

U.K.'s CoppaFeel is Trying to Reassure Women About What 'Normal' Feels Like

Published on Sep 16, 2014

Editor's Pick

U.K. cancer awareness charity CoppaFeel enlisted celebrity photographer Rankin to shoot these images of "normal" breasts as part of a campaign to help women understand what their breasts should feel like during self-exams. The print and outdoor campaign features bare-chested women, each body painted by renowned typographer Alison Carmichael with the one word that best describes how their breasts feel to them. The descriptions include "squidgy," "spongy" and "bobbly."

The campaign, by Karmarama, aims to normalize and desexualize female breasts so that women can be confident in describing how they feel. It was developed after research by the agency showed that women aged 18 to 30 struggle to find words to describe their breasts beyond "big" or "small."

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Sep 16, 2014

Need a credit fix? Contact the Creativity Editors


The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.