Creativity

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

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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."

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About

Credits

Date
Sep 16, 2014
Agency:
Karmarama
Client:
CoppaFeel

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