CoopaFeel! is aimed at educating young people on the importance of checking their boobs regularly and know the signs and symptoms of breast cancer. According to recent research women under the age of 30 are more likely to have their eyes checked than regularly check their own breasts for signs of breast cancer (a disease affecting 1 in every 8 women in the UK). And indeed news reports have revealed that Britain is lagging behind other developed countries in terms of survival rates.
The #BraHijack campaign is appealing to the lingerie industry to introduce a small label carrying boob checking reminders to all bras sold in the UK. The label can be simply sewn in with the care label found in all bras and act as a daily reminder to make boob checking part of a woman’s routine.