CoppaFeel! brand refresh FAQs

After a pitch process, we appointed youth specialist agency Livity. We then undertook a unique co-creation process, working with groups of young people across the UK. This co-creation process allowed us to test the creative at each stage with our target audience of 18-24 year olds. It was important that we retained the original CoppaFeel! spirit and our co-founders Kris, Maren and Jamie have been involved throughout the process.

CoppaFeel! was the first name that Kris & her friends came up with, sat around her Mum’s kitchen table back in 2009. They wanted something active that would get young people’s attention. CoppaFeel! means a lot to so many and we want to continue the legacy of our brand name. 

15 years later we recognise that ‘coppin’ a feel’ can also carry negative connotations. While we know this requires greater sensitivity, we’re confident that within the context of breast cancer and chest checking, this name can continue to be an engaging brand that promotes an action.

CoppaFeel! are the UK’s only youth-focused breast cancer awareness charity.  Our mission is to ensure all breast cancers in young people are diagnosed early and accurately. 

While our target audience is young people, everyone is welcome in the CoppaFeel! community. We have defined young people as 18 – 35 year olds, and within the current strategy, we are prioritising reaching 18 – 24 year olds. Within this age group, we have seen a decline in awareness of CoppaFeel!, perceived relevance of our work, checking behaviours and confidence noticing a change. It is important that we reach this audience, whilst continuing to engage and remain relevant to those already aware of CoppaFeel! if we are to create the behaviour change that is integral to our mission. We believe that by starting these conversations earlier and educating young people on the importance of checking we can instil a healthy habit that could one day save their life.

Breast cancer can affect anybody, and everybody is welcome in CoppaFeel!’s community. That means we’re unapologetically inclusive in our language.

You may see us mention multiple terms for chests (such as boobs, breasts and pecs) in longer form copy, but when we need to be succinct, we’ll lead with ‘chest’.

We have used the word ‘chest’ for a while as this is the most inclusive term to describe the area where breast tissue is (in the breast, up to the collarbone and under your armpit) and encompasses all bodies and genders. 

We ask people how they want to be described. You might prefer to call your chest something else, and that’s ok!

No, we would never say ‘chest cancer’. When we need to be clinically accurate we use the word ‘breast’ and will always refer to breast cancer.

Yes, of course. The word ‘boobs’ has been part of CoppaFeel!’s DNA from the beginning and therefore, we won’t be waving goodbye anytime soon. 

You may see us using ‘boobs’ slightly less. Either because we’re stripping back our long list of terms so that everything we do is easily identifiable as CoppaFeel!. Or where we choose to lead with ‘chest’ because this is the most inclusive term. You might prefer to call your chest something else, and that’s ok!

As part of our brand refresh, we have also begun looking at our sub-brands. We need to ensure that they support our overall awareness mission and are easily identifiable as part of the CoppaFeel! brand. Therefore, we will be working on refreshing our sub-brands so that they complement our main brand and effectively attract people to be part of our volunteer community while supporting our awareness mission.

We haven’t made any decisions yet, and we will collaborate with our existing volunteers, our target audience, and prospective volunteers to shape this process.

Whilst our sub-brand refresh is still ‘under construction’,  you may notice on our website that both Boobettes and Uni Boob Teams are referred to as ‘CoppaFeel! Volunteers’.

Absolutely nothing should change for our volunteers. Your roles will remain the same and the sub-brand names will remain the same until these have been refreshed with your help! Once our sub-brands have been refreshed, your kit, materials and resources will be updated to better support you when out in the community and drive meaningful conversations to achieve a greater impact.

Our message is for everyone. People of all genders can be diagnosed with breast cancer, so it is important that our work is inclusive. While women are more likely to be affected by breast cancer, roughly 400 men are diagnosed with breast cancer every year in the UK, and trans* and non-binary people have been reported to experience a higher incidence of late-stage diagnosis due to healthcare inequities. Our job is to ensure that everyone with breast tissue (that’s everyone) has the knowledge they need to check their chests regularly.

Don’t worry, we’re rolling out a phased launch to be kinder to the environment. We’re currently phasing out old branding and there will be some crossover, so please keep the resources you have. From September 2024 any new resources will carry the new branding.

We are in the process of phasing out our current stock to be kinder to the environment, so please don’t worry if you receive something that has the old branding. By September 2024 we expect all newly ordered resources to carry the new branding, just in time for Breast Cancer Awareness Month!

From September 2024, all resources will carry the new branding, just in time for Breast Cancer Awareness Month