How we talk about breast cancer

We sometimes get questions about the language we use to talk about breast cancer. We’re always happy to explain the thinking behind our language choices – it’s an important conversation.

Why do we say ‘chest’?

Put simply, breast tissue doesn’t just sit in the breast. 

It extends up to the collarbone and under the armpit. When we talk about checking your chest, we’re describing that whole area, because thorough checking matters. When we need to be succinct, ‘chest’ is the most accurate single word for the full area we’re asking people to check.

You’ll also see us use other terms including boobs, breasts, pecs, depending on the context and the audience.

And where we can, such as in our Self Checkout tool, we ask people which term they prefer. We encourage everyone to use the language that feels right for them.

Why inclusivity matters

People of all genders can develop breast cancer. 

Around 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 responsibility is to ensure that everyone with breast tissue – and that is everyone! – has the knowledge and confidence to check regularly.

Find resources for trans and non-binary people

Learn about breast cancer in men

Do we say ‘chest cancer’?

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.

Why are we called CoppaFeel!?

The world has changed significantly since we launched sixteen years ago. CoppaFeel! was the first name that Kris and 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. 

We know now that our name requires sensitivity. CoppaFeel! means a lot to so many, and we want to continue the legacy of the brand Kris founded, and the amazing work she did. We’re confident that within the context of breast cancer and chest checking, this name can continue to be an engaging brand that promotes empowerment and action.

The test we always apply

Every choice we make comes back to the same question: does this help more people check their chests, recognise unusual changes early, and get them checked out by a GP? That’s the standard we hold ourselves to, and it’s one we’ll keep revisiting as the conversation evolves.

Found something unusual?

If you’ve landed here because you’ve noticed an unusual change in your chest, try not to panic. We’ve got advice on what to do next.

Read guidance on chest changes