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Coppafeel! unveils groundbreaking new ‘Boob Booth’ campaign

Forget Page 3, these are the boobs we want to see in our newspapers. The groundbreaking new campaign from breast cancer charity Coppafeel! features lady lumps in all shapes and sizes. Because that’s what normal breasts are: unique.

We were excited about #whatnormalfeelslike, Coppafeel!’s latest breast cancer awareness campaign, when it kicked off in summer 2014, and it’s turned out to be even more groundbreaking than we expected.

Recent research has shown that women between the ages of 18 and 30 find it difficult to describe their boobs other than as “big” or “small” and the theory is that this is because the sexualisation of women’s bodies means we automatically think of breasts in terms of size. With this in mind, Coppafeel! founder Kris Hallenga and her team set up a pop-up shop in London last September and invited women to step inside their “Boob Booth” to have their breasts photographed in all their naked glory. Over 200 took them up on the offer.

More: Why all women should listen to Kris Hallenga and Coppafeel!

The result is a series of images showing just how many words there are to describe breasts and it’s all part of Coppafeel!’s ongoing campaign to encourage women to check their boobs on a regular basis. This week adverts featuring 24 of the women — alongside the words that they feel best sum up their own breasts — were unveiled.

Do you know #whatnormalfeelslike for your boobs?

“The response to the campaign so far has been overwhelmingly positive and I’m so proud that women have embraced it so wholeheartedly,” said Hallenga, who was diagnosed with stage 4 breast cancer in 2008, at the age of 23. “Society and the media think of breasts in a sexual way but this campaign gives boobs back to women and encourages them to think and talk about them in terms beyond size. We want to make it normal for girls to talk about their boobs and by sharing some of the words and images that women have contributed so far we want to keep the conversation going and save more lives.”

More: Why it’s vital to know #whatnormalfeelslike for your breasts

While the purpose of these adverts is to make sure women get to know what is “normal” for their breasts, and take time to check them regularly for the early warning signs of cancer, what we really love about this campaign is the way it shows the sheer diversity of women’s bodies — something rarely shown in advertising.

Don’t know how to check your breasts? Coppafeel! has all the information you need right here.

More on breast cancer

The breast cancer gene
The breast cancer battle
Your guide to risk-reducing mastectomies

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