No regrets campaign

Background

At 22, Kristin Hallenga was told she was "too young to get breast cancer". Which meant her cancer was diagnosed late and could only be treated, never cured. She set up CoppaFeel! in 2009 with the aim of ensuring all breast cancers are diagnosed early. Making treatment more effective.

Most young people know little about breast cancer. They associate it with older women and don’t think it’ll affect them. The challenge was to increase awareness among young people (18-35). And get them to check their boobs regularly.

The ambitious aim was to increase sign-ups to CoppaFeel!’s text-reminder service by 25%.