CoppaFeel! and Livity Aim to Reach a New Generation with Chest Checking Message

The UK’s only breast cancer awareness charity for young people, CoppaFeel!, today launches its new brand identity, created by youth specialist agency Livity and co-created with young people. The refresh reinforces the charity’s commitment to continue reaching new audiences with its life saving message. Grounded in audience insight, it’s been designed to ensure it reflects the CoppaFeel! values, is representative of the audiences it serves and will help them reach and engage more young people. 

Livity was tasked with retaining the original CoppaFeel! spirit while ensuring the rebrand resonated with the charity’s primary audience of 18-24 year olds. The aim was to craft an identity that captures attention and acts as an immediate reminder for audiences to self-check. With this in mind, the agency worked closely with the target demographic as part of the planning process to gain invaluable insights and test the creative concepts at each stage of the process.

The updated CoppaFeel! brand identity includes a refreshed logo and strapline, vibrant colour palette, and a dynamic visual language that captures the energy and spirit of the diverse communities it serves. It both encapsulates the strong brand heritage and reflects the charity's evolution while staying true to its core mission of promoting early detection of breast cancer.

Visuals featuring individuals from the CoppaFeel! community and beyond have also been created to be used across all touchpoints, reinforcing CoppaFeel!'s inclusive ethos encouraging all young people to check their chests.

People of all genders can be diagnosed with breast cancer. While women are more likely to be affected by breast cancer, roughly 400 men are diagnosed with breast cancer every year in the UK, and trans* and non-binary people have been reported to experience a higher incidence of late-stage diagnosis due to healthcare inequities. CoppaFeel!’s job is to ensure that everyone with breast tissue has the knowledge they need to check their chests regularly.

Martine O’Donnell, marketing director at CoppaFeel! commented, “The brand refresh marks an exciting evolution for CoppaFeel!. The co-creation process with young people helped us develop a refreshed look and feel informed by insights from our target audience. It was important that we retained the original CoppaFeel! spirit, while giving our creative assets a new lease of life. The project is reflective of our commitment to reach younger audiences, with a brand that feels representative and inclusive of diverse communities across the UK. We are thrilled to launch it into the world to help us deliver our lifesaving message.”

Lucy Harmony Grimes, lead designer at Livity added, “Our aim was to craft an identity that acts as an immediate reminder for audiences to self-check. Through a distinctive, tactile, squishy logo, we sought to imbue the branding with the spirit of CoppaFeel!, effectively conveying its message through a visual metaphor that feels both unique and unmistakably associated with breast cancer awareness.”