Cancer Charity to Display Ads With Bare Breasts in UK Shopping Centers

A breast cancer charity in the UK is launching a new campaign that features images of naked breasts which will be displayed on public billboards.

In a new series of ads, a charity called CoppaFeel uses images of bare breasts to promote Breast Cancer Awareness month in October. According to The Telegraph, the goal of the campaign is to normalize breasts and help “reclaim” the language utilized in describing them. The ads all feature the slogan “When it comes to your boobs, there are hundreds of words you can use to describe them.”

(NSFW images below):

The photographs feature seven bare-chested women, each painted with a word they used to describe their own boobs, such as ‘squidgy’, ‘doughy’ and ‘firm’. Large versions of the ads will be displayed outdoors in London’s Westfield White City, St Enoch in Glasgow and the Cavern Quarter in Liverpool, on digital boards.

It will be the first time that fully naked boobs are shown on billboards in a desexualised way. Previously, nipples have appeared on fashion ads – which have all been banned by the Advertising Standards Agency for sexualising women.

Here are a few of the posters used in the campaign.

CoppaFeel has tried some, uh, unusual marketing tactics in the past. According to their website, the charity aims to get women in the habit of routine self-examinations, among other things:

We’re on a mission to stamp out late detection of breast cancer. We ensure that you know the signs and symptoms of breast cancer, know what your boobs look and feel like normally, check your boobs regularly throughout your lifetime and have the confidence to see a doctor if you notice anything that doesn’t feel right for you.

CoppaFeel also opened a pop up store in London’s Brick Lane. In addition to displaying the photos, the store also has a “Boob Booth” where visitors can take pictures of their breasts, according to their website. Twitter addicts who want to promote the campaign can check out the hashtag #WhatNormalFeelsLike for more information.