PRETTYBIRD and Fold7 encourage you to Know Yourself with CoppaFeel!

Production company PRETTYBIRD have teamed up with Fold7 and breast cancer awareness charity CoppaFeel! on a new campaign directed by Jess Kohl.

CoppaFeel!, the breast cancer awareness charity, is committed to ensuring every young person has the best possible chance of surviving breast cancer. The push is driven by the concerning research by CoppaFeel! which shows a quarter of young people aren’t aware that breast cancer could affect them and 1 in 5 young people say they would delay going to a GP after finding symptoms because of the coronavirus pandemic.

Know Yourself by Fold7 is a raw and real display of young people (18-24) on a voyage of self-discovery with their bodies. The film opens on a man checking himself out in the mirror. Continuing with a series of vignettes, we cut to a woman in her late teens inspecting the moles on her back; a trans man adjusting his binding; then other young people armpit sniffing, bottom squeezing, leg hair scratching, and curve caressing.

Juliette Larthe, Co-Founder and Executive Producer, PRETTYBIRD UK commented: "It was really important for us and our community to embrace inclusivity around the diversity on who gets struck by this killer disease, creating awareness around a disease that swiftly turns critical if not checked. It was a privilege to work with the community who kindly gave their time and their presence to help Jess Kohl make the film happen for CoppaFeel!, whom we as a company have worked with before and will always find time to make these public service campaigns. The take out should be.. please check yourself regularly."

Director Jess Kohl said: ”The idea for the project was not only to raise awareness around an important issue - that young people of any gender can be effected by breast cancer - but also to encourage young people to get comfortable with their bodies, to embrace themselves whatever shape and size, however they identify, and by doing so, potentially protect themselves from a life threatening illness.”

The campaign is extended further in print and outdoor, with the human body presented as a landscape to be explored by overlaying geographical contour lines across intimate close-up photography. The ‘human landscape’ images were captured by photographer Kristina Varaksina through Fujifilm, with a public exhibition of the images taking place at the Fujifilm House of Photography in central London from the 1st of October.