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CoppaFeel!: Know Yourself
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PRETTYBIRD have teamed up with Fold7 and breast cancer awareness charity CoppaFeel! on a new campaign directed by Jess Kohl. CoppaFeel!, the breast cancer awareness charity, is committed to ensuring every young person has the best possible chance of surviving breast cancer. The push is driven by the concerning research by CoppaFeel! which shows a quarter of young people aren’t aware that breast cancer could affect them and 1 in 5 young people say they would delay going to a GP after finding symptoms because of the coronavirus pandemic. ‘Know Yourself’ by Fold7 is a raw and real display of young people (18-24) on a voyage of self-discovery with their bodies. The film opens on a man checking himself out in the mirror. Continuing with a series of vignettes, we cut to a woman in her late teens inspecting the moles on her back; a trans man adjusting his binding; then other young people armpit sniffing, bottom squeezing, leg hair scratching, and curve caressing. Central to the campaign is the notion that no one knows your body better than you and being aware of what your normal is means you’re more likely to notice a change. In the final scene we see a young woman touching a scar from her preventative lumpectomy. The end-line is ‘Breast cancer can affect any body. Getting to know yours could save your life’. Many of the scenes in the film were informed by the cast’s real-life experiences of their own self exploration. It is an unashamedly honest portrayal of personal discovery from a charity determined to encourage young people to explore their uniquely wonderful bodies. Created by Jo and Kiran, Fold7 worked with Director, Jess Kohl at PRETTYBIRD. Music was composed by David Goulding. Throughout the development of the campaign the team worked closely with a collective of diverse young talent sourced through D&AD Shift, the initiative that gives young creatives access to industry mentorship and live briefs.
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