CoppaFeel!: Spongy

Breast cancer awareness charity CoppaFeel! has today launched a campaign that features bare-chested women, each body painted by renowned typographer Alison Carmichael with the word that best describes how their boobs feel to them. Shot by British photographer Rankin and using words such as 'squidgy', 'spongy' and 'bobbly', the campaign aims to normalise and desexualise female breasts and help women to reclaim the vocabulary surrounding them so they can be confident in describing #whatnormalfeelslike. The #whatnormalfeelslike campaign, created by Karmarama, was born after months of research and conversations with women across the UK. The research showed that women aged between 18-30 struggle to find words to describe their boobs beyond big or small. The reason being is that the sexualisation of boobs has led to women to only thinking about theirs in terms of size. The purpose of this campaign is not only to inform young women that there are other words they can use to describe their boobs, but to also help women reclaim the vocabulary so that they know #whatnormalfeelslike for them, and are able to notice any changes.