In a bid to make life-saving health habits part of everyday youth culture, CoppaFeel!, the UK’s only breast cancer awareness charity dedicated to young people, has launched a candid and emotional campaign titled “Feelings”. Developed in partnership with creative agency CALLING and production house Stink Films, and directed by the acclaimed filmmaker Loose, the campaign speaks the language of Gen Z while delivering a powerful message: whatever you feel, feel your chest.
At a time when younger generations are increasingly open about their mental health and emotions, the campaign points to one critical feeling being left out: feeling their own bodies. A staggering three-quarters of 18–24-year-olds in the UK do not check their chests regularly—a concerning figure given the importance of early detection in improving breast cancer survival rates.
The “Feelings” campaign breaks from the traditional mold of awareness films by placing real emotions and real people at its core. Through a series of candid short films, viewers are invited into the everyday emotional worlds of young people navigating joy, anxiety, confusion—and, for some, a breast cancer diagnosis.
Central to the campaign are the real stories of Robyn, Dhvani, and Amber, all diagnosed between the ages of 19 and 26. Their reflections take the audience through deeply personal journeys: from the moment they first felt a lump, through disbelief and fear, to self-awareness and gratitude for early action. The raw yet gentle storytelling strikes a unique balance—avoiding fearmongering while emphasizing the importance of regular self-checks.
“We’re extremely proud of the true collaboration with both the CoppaFeel! team and Loose that led us to such a special film,” said Josh Tenser, founder and Executive Creative Director of CALLING. “It has a lightness of touch that’s unusual in cancer awareness, but we know this is how to reach young people—and help normalize life-saving habits.”
The campaign also aims to integrate organically into youth culture, with vibrant visuals, real language, and an emphasis on authenticity. As Martine O’Donnell, Marketing Director at CoppaFeel!, explains, “From the start, the team understood how to reflect youth emotion without overwhelming it. Loose created a safe and empowering space for our cast to share their experiences—and it shows.”
This isn’t CoppaFeel!’s first foray into bold awareness messaging. As Rani Patel, Managing Director of CALLING, recalls, “Back in 2017, we helped launch the Trust Your Touch campaign—featuring the first naked breast on daytime British television. Yet even now, awareness gaps remain, especially among younger audiences. Empowering Gen Z to use their own language to speak about their health is essential.”
Jon Chads, Managing Director at Stink Films, echoes this sentiment. “This project embodies everything we believe in: cultural relevance, narrative authenticity, and breaking outdated molds. ‘Feelings’ is a fresh kind of awareness film—crafted for a generation that lives online, shares openly, and values emotional honesty.”
By blending vulnerability with empowerment, “Feelings” stands out as a campaign not just about detection, but about connection—between body, mind, and community. In a culture of constant scrolling and noise, its message cuts through clearly: listen to your feelings—and don’t forget to check your chest.
