CoppaFeel!
CoppaFeel! is the UK’s only youth breast cancer awareness charity, on a mission to get every 18–24-year-old checking their chest. By giving young people the knowledge and confidence to know what’s normal for them, CoppaFeel! empowers them to spot the signs and symptoms of breast cancer early, advocate for their health, and take action if something doesn’t feel right. Because when breast cancer is found early, treatment is more effective, survival rates are higher, and early detection can save lives.
Services
Influencer and Creator Marketing, Social Media Marketing, Content Marketing, Content Strategy, Campaign Management
Year
2026
Project Overview
The Brief
The goal was to develop an always-on creator and influencer programme to increase CoppaFeel!'s brand awareness and reach more 18–24-year-olds with its chest-checking message. The challenge was that many young people didn’t realise breast cancer could affect them, while traditional health messaging could often feel overly clinical, intimidating or easy to ignore. We needed to make conversations around chest checking feel more relevant, relatable and empowering by embedding CoppaFeel!’s message into the content young people already engage with.
Insights
Testing creator collaborations in 2024 and 2025 showed that creator-led content outperformed CoppaFeel!'s owned social content, driving 60% of our reach among 18–24-year-olds. As a result, in 2026 we invested over £100K to build a more robust, always-on creator programme. We also identified that people from Black and South Asian communities were more likely to be diagnosed with later-stage breast cancer, reinforcing the need for a diverse creator network that could authentically reach underrepresented audiences.
Approach
I developed and led an always-on creator and influencer strategy that positioned creators as a core communications channel, rather than a campaign add-on. By building long-term partnerships across TikTok, Instagram, YouTube and cultural moments such as festivals, I ensured CoppaFeel!'s messaging appeared consistently in young people's feeds through trusted, authentic voices. This BAU approach helped normalise conversations around chest checking while keeping all content aligned with the charity's brand and mission.
Influencer and Creator Campaigns
Delivered a series of strategic creator partnerships across key cultural moments, IRL events and evergreen activity to ensure CoppaFeel!'s messaging consistently appeared across creator channels throughout the year. Partnerships spanned moments that resonate with young audiences, including Hackney Half Marathon, Recessland, Pride in London, Learning Disability Week and festivals throughout spring and summer, alongside planned activity for upcoming moments such as South Asian Heritage Month, Ethnic Minority Cancer Awareness Month, Leeds Festival and Breast Cancer Awareness Month. Working with a diverse mix of creators across fashion, beauty, fitness, education, comedy and healthcare, I ensured CoppaFeel!'s messaging was delivered in authentic, culturally relevant ways that felt natural and engaging for each creator’s audience.
Project Outcome
Since launching, the always-on creator programme has generated over 500K reach among 18–24-year-olds within one quarter through creator channels. By moving away from one-off partnerships and investing in longer-term creator relationships, we have built stronger trust with creators, allowing them to better understand CoppaFeel!'s mission and deliver chest-checking messaging in a more authentic and impactful way.
The programme has strengthened CoppaFeel!'s presence across TikTok, Instagram and YouTube, with engagement rates increasing from 1% to around 3%. Audiences are actively engaging with the content, with many young people commenting that they will check their chest , showing early signs of increased awareness and behaviour change. The success of the programme has also created the opportunity to develop a future creator ambassador programme, helping CoppaFeel! continue to grow its reach and impact with young audiences into 2027.