Superdrug’s ‘Itty Titty’ Campaign Encourages People to Take Control of Their Health for World Cancer Day

With nearly two thirds (64%) of women aged 18-35 years old not checking their chests regularly every month and with 1 in 7 women affected by breast cancer in their lifetime, Superdrug is launching a new unique ‘Itty Titty’ campaign along with Grey London to encourage people to take control of their health. Its intention is to increase the level of awareness and conversation about breast checking and encourage people to regularly check themselves.

The Itty Titty campaign sees people receive a free Itty Titty sticky leaflet when they order their contraceptive pills from Superdrug Online Doctor or pick up their contraceptive pills from four of Superdrug’s pharmacy stores - London The Strand, Battersea, Islington and Manchester-Piccadilly. The leaflet includes 12 pairs of Itty Titty stickers and encourages people to place a pair on each of their pill blister packs as a visual reminder to check their breasts for abnormalities which will help them stay aware of any changes to their chest.  

This campaign taps into the behavioural science of habit stacking which encourages people to add a new behaviour to their daily schedule by stacking it on top of an existing habit. The Itty Titty initiative encourages people who use the contraceptive pill  to also incorporate breast checking into their regular routine. Superdrug’s new campaign focuses on the importance of checking your chest a couple of days each month, to ensure any changes can be noticed as soon as possible. 

Superdrug understands how vital it is to encourage people to check their chests, and for the last three years have partnered with CoppaFeel! to raise awareness and education of its importance. Using Superdrug’s trained nurses, Superdrug offers a no touch consultation on how to carry out a breast examination and encourages people on how to check their boobs or pecs.

Sharon Gaffka, Superdrug’s Itty Titty campaign ambassador comments, “I am super excited to be a part of Superdrug’s Itty Titty campaign. Checking your chest is super important and is something I'm particularly passionate about. However, I know all too well that in today's busy world, it can sometimes get overlooked. Superdrug’s Itty Titty campaign is such a fun and simple way to remind yourself to take the time to check your chest and stay on top of your health.”

Dr Sara Kayat, Superdrug’s Medical Ambassador comments: “Self-examination of your breasts can be an important way of diagnosing breast cancer early. Breast awareness means knowing what your “normal” looks and feels like, and by regularly examining your breasts, you will be able to notice any changes to your breasts quickly. Early detection of breast cancer improves your chance of a full recovery.” 

Caris Newson, Head of Healthcare Services at Superdrug comments: “At Superdrug we are always looking at ways we can encourage our customers to take control of their health, and be body aware. This campaign is a brilliant and simple way of  integrating a reminder to check your chest into people’s everyday lives using habits they already have. We hope this initiative helps people with the important activity of regularly checking your chest.”

The campaign will be supported with Sticker Leaflets and social media, as well as taking over four Superdrug stores and investing in outdoor media with eye-catching ‘boob’ advertising to raise awareness. It will run until the end of February.