Creative agency, ais London, has unveiled a new ‘embarrassing text’ campaign for the youth breast cancer awareness charity CoppaFeel!. It sets out to encourage young women to sign up for a free, monthly text reminder service, prompting them to check their boobs.
Following on from the success of the agency’s 2012 ‘CoppaFeel! in the Shower’ campaign, ais London has created a new initiative to capture the attention of young women in washrooms.
The creative shows a stream of embarrassing texts – likely to be sent on a late night out – and highlights the benefits of sending a text to CoppaFeel!, one they’ll be glad they sent.
The creative shows a mobile screen with embarrassing texts, such as “You look hot tonite. Want to come back to mine later? xx” and the repercussions of the text the following morning, “Sorry, who is this?”. The premise being, you should send a text you’ll be glad you sent, not one which you’ll regret in the morning.
The posters, which are being managed by national washroom contractor Admedia, will be placed in ladies’ washrooms across the UK from 29 January – 10 February and are a new phase in promoting the free monthly SMS reminder service – ‘Text NO REGRETS to 70300’.
Kevin Bratley, Creative Director at ais London said: “We’ve all been there, a drunken text sent in the moment from the nightclub toilets that you deeply regret in the morning. So using adspace in exactly those toilets, we decided to get young women to send a text they wouldn’t regret instead. As always for CoppaFeel! it’s all about delivering a serious message in a fun way. The copy tells the story of the night before and the morning after. Particular attention was paid to getting the language in the text spot on – right down to changing words to their predictive text replacements.”
Kris Hallenga, founder of CoppaFeel! added: “We’re reaching out to our target audience as they go about their daily lives. This is another fun, cheeky way of doing so. Our text message service is the easiest way to remind women to check their boobs, with amusing prompts, that could one day save their lives. As girls are notorious bathroom texters, we hope to encourage them to send a text they won’t regret in the morning, whilst starting a healthy habit for life.”
The ‘embarrassing text’ initiative continues to strengthen the message, that checking your breasts should be a habit for all women.