Breast cancer awareness charity, CoppaFeel! is seeking to drive behaviour change in younger audiences, by demonstrating that breast cancer can affect young people too, in a new social and DOOH campaign by adam&eveDDB titled, ‘Changing The Face of Breast Cancer’. The new campaign - adam&eveDDB’s debut work for the charity - aims to challenge perceptions that breast cancer only affects older women, reinforcing the message that you’re never too young to check your chest. With research showing that one in seven women in the UK will be diagnosed with breast cancer, some as young as 20, the campaign serves CoppaFeel!’s mission of encouraging early diagnosis which ultimately saves lives. The campaign launches with a suite of 30” social films featuring real women from the CoppaFeel! community who have received breast cancer diagnoses. In their own words, the protagonists - Brodie, Anisa, and Shannon - share personal stories of their respective diagnosis. Despite looking aged at the start of each film, when an ageing filter is lifted, we see that these women are in fact younger than initially depicted, aged only 21, 22, and 24 at time of diagnosis. The reveal demonstrates how people who have breast cancer can look just like them, and it is not a disease that only affects women over 30, driving relevancy in younger audiences. The campaign puts an unexpected twist on the popular ‘age filter’ trend - currently with 26 million posts on TikTok - to heighten reach amongst the target demographic. The social films will appear in June across TikTok, Instagram, and Snapchat and are supported by digital OOH and Spotify, with each campaign execution landing with the message: “You’re never too young to check your chest. Finding breast cancer early could save your life.” The campaign was directed by Bafta nominated director Molly Manning Walker and produced by Rogue Films, with media handled by the7stars.