Calling: Coppafeel! tells Gen Z “Whatever you feel, feel your chest”

Gen Z lives in its own world. Older generations are “them” and they live outside it. Young people are very tuned into their emotions and sharing them is natural. They also still feel “immortal” and according to research by Coppafeel! in October last year, checking for breast cancer is not something they feel the need to do.

Creative agency, Calling, is helping the breast cancer organisation to change that with a campaign called Feelings that approaches promoting breast checks in a Gen Z way – one that is distinctly different from other breast cancer campaigns – not only because it has a light touch; there are no scare tactics. The campaign film, directed by Stink director, Loose, is an arty montage in which three young women, Robyn, Dhvani, and Amber, who were diagnosed with breast cancer between age 19 and 26, share their experience and their feelings about it.

Their comments combine to create a story about the complex and evolving feelings they faced from the moment of diagnosis through to how they feel today – feeling a lump, feeling too young, the surreal shock of a diagnosis, fear, and ultimately self-gratitude for being vigilant and catching it early.