Reinvigorating the brand through co-creation
Reimagining CoppaFeel! to make chest checking inclusive, youth-led and impossible to ignore.
THE CHALLENGE
CoppaFeel! is a pioneer, but in order to maintain relevance and inclusivity, the brand wanted to ensure its life-saving message was reaching every body. We were tasked with a wholesale reinvigoration: evolving the identity and creative output to ensure it feels representative of all genders and communities while keeping its signature bold, life-affirming spirit.
End-to-end brand rebirth including identity & strategy
Measurable increase in chest checking among 18 to 24 year olds
Youth-led creative direction across film, copy and digital assets
THE CULTURAL TRUTH
Health equity isn't just about information; it’s about agency. We identified that for chest-checking to become a life-saving habit, it had to move away from clinical instruction and toward a peer-led lifestyle choice. For many young people, especially from marginalised communities, the medical world can feel exclusionary.
THE CO-CREATION
This wasn't just a brand refresh; it was a radical collaboration. We embedded our young people into the brand’s DNA, from designing the vibrant new visual identity to co-directing the "We are CoppaFeel!" brand film. We held design sprints where young creatives from diverse backgrounds challenged legacy color palettes and language, resulting in a system that feels inclusive of all chest types and gender identities. By treating young people as the creative directors of the strategy, script, and production, we ensured the final output was platform-native, high-energy, and authentically representative of the audience it serves.
THE IMPACT
This end-to-end reinvigoration didn’t just update a logo - it dismantled the psychological barriers to early detection. The new brand identity launched to widespread acclaim, seeing a significant spike in engagement from underrepresented groups, including measurable increases in chest checking - the core behaviour we are normalising.
“ The co-creation process with young people helped us develop a refreshed look and feel informed by insights from our target audience... It is an example of the great work you can create when you truly collaborate with young people. ”
Becca-Jane Schofield - Marketing Director
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