Coppafeel!: Breast cancer does not discriminate. So why should consciousness?

Coppafeel!: Breast cancer does not discriminate. So why should consciousness?

Thought leaderPhoebe LazellSenior Engagement & Inclusion ManagerCoppafeel!

On World Cancer Day 2025 we spoke to Phoebe Lazell from Coppafeel! About the Check-In campaign, which not only encourages young people to check their chests, but also address the health disparities that contribute to later diagnoses in underrepresented communities.

Can you first give us an overview of the Coppafeel? X NHS NELCA campaign: What makes it unique in raising breast cancer awareness among young people?

The coppa feeling! The X NHS Nelca 'Check in' campaign is all about building the conversation around breast cancer for young people. We know that many young people do not believe that breast cancer is relevant to them, much less check their chests regularly.

This campaign is about changing that – starting real conversations, challenging myths and stigma, and making self-examination drive feel like second nature. It has been designed by and for young people from North East London to ensure it is hands-on, engaged and speaks their language. We've partnered with Gen Z creators and are bringing these conversations directly to their social feeds, checking in on your friends (and yourself) as normal as sending a voicenote.

The campaign is described as “disruptive”. Can you share how it challenges misconceptions or changes how we talk about breast cancer in younger and underrepresented communities?

When people think of breast cancer, they often picture an older white woman. Breast cancer can affect anyone at any age and this campaign addresses this misconception head on. We also cut through the usual clinical messaging with something that actually feels relevant to young people.

Instead of general advice, “check in” with real experiences about why people don’t check, what cultural stigmas stop conversations, and how to start those chats in a way that feels natural.

Breast cancer is often perceived as something that primarily affects older women. What are some of the biggest myths about breast cancer in younger people that this campaign aims to dispel?

Honestly, the biggest myth is that breast cancer is not a young person's problem. Breast cancer is the most common cancer in women aged 15 and a leading cause of death in women under 50. For young people under the national screening age of 50, knowing the signs of breast cancer is key.

Nationally, only 25% of 18 to 24 year olds check their chests monthly. We want people to see this campaign and know that breast cancer can affect people of all ages, genders and ethnicities. This isn't about Scaremongen. It's about taking care of yourself as it feels as normal as any other part of taking care of yourself. Early diagnosis saves lives, and when caught in stage 1 breast cancer, almost 100% of people survive the disease for five years or longer.

The statistics are striking - almost half of young people in north-east London have never checked their chests. Why do you think this and how does this campaign encourage young people to take action?

Many young people don't check simply because they don't realize they should. For others, it may be about talking about their bodies, and in some communities, conversations about cancer feel culturally taboo. We often think about health in terms of eating well or staying active, but it's also just as much about getting to know your body.

Checking in with yourself should be as normal as self-care—something you can start doing now, not just something you can worry about later in life. That's why this campaign isn't just about awareness - it's about relevance. Instead of speaking to young people, she puts them at the center of the conversation and uses real voices and experiences to make the message personal.

By starting these conversations earlier, increasing relevance, and educating young people about the importance of checking, we can instill a healthy habit that could one day save their lives.

Coppafeel! Brand Refresh 2024Play

One of the most important areas of focus is cultural taboos and stigmas. Can you address some of the unique challenges faced by the Black African, Black Caribbean and South Asian communities in relation to breast cancer awareness?

In many cultures, talking about health, especially anything related to chest or cancer, can be uncomfortable. There is also a long-standing problem of underrepresentation in breast cancer awareness campaigns, which, combined with less spoken word, can make it feel like something is happening to other people, not your community, due to stigma and or taboo.

Furthermore, inequalities in healthcare mean that some people are not always heard or taken seriously when they seek help. ‘Check in’ is intended to acknowledge some of these issues. By featuring real voices, exploring issues of representation, stigma and taboo from these communities and making the campaign feel relevant to everyone, it encourages people to feel safer having these conversations and taking action.

How can health professionals and public health campaigns work more effectively to engage minority communities and promote regular breast screening?

The goal should always be to meet people where they are. Awareness campaigns only work if people see themselves in them - not just on the screen, but also in the language, settings and tones that feel familiar. ‘Check in’ is a regionally targeted campaign put together with local young people from diverse backgrounds, ensuring they engage the communities they want to engage.

Public health campaigns need to feel like a natural part of the world. They should use everyday language instead of medical jargon, appear in places that actually matter to the communities we speak to, and ensure that the people shaping these campaigns reflect the goal they are trying to achieve.

But awareness is only the first step. As we encourage young people, particularly those from underage communities, to take charge of their health, we must also ensure that the system is ready to support them. It's not just about giving people the confidence to speak up. It's about making sure they are listened to when they do so, and that's why we also work with health professionals.

The campaign highlights inequalities in access to healthcare. What are some of the structural barriers that contribute to later-stage diagnoses in certain communities, and how can we begin to address them?

There is no single reason why Black African, Black Caribbean and South Asian women are more likely to be diagnosed at a later stage, but a mix of factors play a role. Some people don't get the information they need early enough, while others struggle with access to health care or are unsure about advocating for themselves. Medical bias and differences in how symptoms are examined are also a factor.

Addressing these issues requires a combination of awareness, education and systemic change. Representation in medical research, better access to GP services and community-based campaigns like this are helping to ensure more people are diagnosed earlier, when treatment is most effective.

The NHS and charities like Coppafeel! Collaborate on this initiative – what role do partnerships like this play in addressing health disparities and ensuring that breast cancer awareness is inclusive?

Campaigns like these work best when organizations play to their strengths. The NHS brings credibility, reach and expertise while at Coppafeel! We know how to talk to young people in a way that actually resonates.

Together we combine the authority of the NHS with the youth-focused approach of Coppafeel! And beyond that, it's about setting a new standard for the way we talk about health, especially for marginalized communities, so no one feels left out of the conversation.

The campaign features Gen Z creators and a social-first content series. How important is representation in media and social platforms when it comes to changing attitudes towards health and self-examination?

People need to see themselves in the stories that are told. When awareness campaigns only ever feature one type of person, it's easy to think the message isn't for you. That's why the "Check-in" is designed to be as diverse and inclusive as possible so that young people from all areas can see each other.

Social media is also a big part of how young people engage with the world. Therefore, it is important to meet them where they are. By working with Gen Z creators who truly connect with their audience, we ensure that message lands in a way that feels real and authentic.

Ultimately, this year’s World Cancer Day theme “United by Unique” is about putting people at the heart of cancer treatment. How does this campaign align with that message and what can individuals do to spread awareness and take action?

This year's theme is about putting people at the heart of cancer care, and that's exactly what Check-in does. Rather than conveying a generic message, it is shaped by the people it is trying to reach, making it more personal, relatable and impactful.

The best way to support the campaign is to speak. Share the message, check on your buddies, and let the chest check be a normal part of everyday conversations. The more we talk about it, the more lives we can save.

Where can readers find more information?

• Neue Kampagne konzentriert sich auf das Bewusstsein für Brustkrebs für junge Menschen
• Coppafeel!

About Phoebe Lazell

Phoebe Lazell is the Senior Engagement & Inclusion Manager at Coppafeel!, a pioneering breast cancer charity committed to educating and empowering people to know their bodies. With a strong focus on engagement and inclusion, Phoebe ensures Coppafeel's initiatives reach diverse communities, creating accessible and impactful programs that resonate with everyone.

Passionate about equity and representation, she leads strategies that foster meaningful connections, break down barriers, and foster a culture of belonging. Through her work, Phoebe is dedicated to driving positive change and ensuring Coppafeel's message is inclusive, accessible and representative of everyone.

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