Tajana Tokyo cops a feel for Black Women Rising

London-based breast cancer awareness charity CoppaFeel! Has teamed up with Black Women Rising, a foundation supporting people of colour with cancer, to launch this light-hearted, educational campaign educating Black women on the signs and symptoms of breast cancer.

Driven by the insight that 96% of Black Women who have experienced breast cancer don’t feel represented in the media, The Chest Checklist, by creative agency Fold7, is a six-step guide on what to be aware of when checking for signs and symptoms of breast cancer.  

Set to Jorja Smith’s ‘Little Things’, and directed by award winning director Tajana Tokyo through Somesuch, the creative demonstrates how to check your chest from start to finish. Breast cancer signs and symptoms are creatively incorporated into the styling and environment designed for a Gen-Z audience. For example, we see the word S-I-Z-E and S-H-A-P-E artfully spelled out through nail art, and the word NIPPLES embroidered on the edge of her towel. 

Chhaya Kapila, Digital Strategy Director Fold7, said: “The lack of representation of Black skin in breast cancer communications is worrying in 2023. People aren’t able to know their normal if they don’t know what to look for on their own body. We’re speaking to a generation driving positive change by taking things into their own hands, and with this campaign we hope that ‘things’ means their chests. This has been such an important project for us, and we feel really passionately about reaching this audience in an impactful way.”