LONDON, UK — With nearly two thirds (64%) of women aged 18-35 years old not checking their chests regularly every month and with 1 in 7 women affected by breast cancer in their lifetime, health retailer Superdrug is launching a new unique ‘Itty Titty’ campaign to encourage people to take control of their health. Its intention is to increase the level of awareness and conversation about breast checking and encourage people to regularly check themselves.
The Itty Titty campaign sees people receive a free Itty Titty sticky leaflet when they order their contraceptive pills from Superdrug Online Doctor or pick up their contraceptive pills from four of Superdrug’s pharmacy stores – London The Strand, Battersea, Islington, and Manchester-Piccadilly. The leaflet includes 12 pairs of Itty Titty stickers and encourages people to place a pair on each of their pill blister packs as a visual reminder to check their breasts for abnormalities which will help them stay aware of any changes to their chest.
This campaign taps into the behavioural science of habit stacking which encourages people to add a new behaviour to their daily schedule by stacking it on top of an existing habit. The Itty Titty initiative encourages people who use the contraceptive pill to also incorporate breast checking into their regular routine. Superdrug’s new campaign focuses on the importance of checking your chest a couple of days each month, to ensure any changes can be noticed as soon as possible.
Superdrug understands how vital it is to encourage people to check their chests, and for the last three years have partnered with CoppaFeel! to raise awareness and education of its importance. Using Superdrug’s trained nurses, Superdrug offers a no-touch consultation on how to carry out a breast examination and encourages people on how to check their boobs or pecs.
Sharon Gaffka, Superdrug’s Itty Titty campaign ambassador commented, “I am super excited to be a part of Superdrug’s Itty Titty campaign. Checking your chest is super important and is something I’m particularly passionate about. However, I know all too well that in today’s busy world, it can sometimes get overlooked. Superdrug’s Itty Titty campaign is such a fun and simple way to remind yourself to take the time to check your chest and stay on top of your health.”
Dr. Sara Kayat, Superdrug’s medical ambassador commented, “Self-examination of your breasts can be an important way of diagnosing breast cancer early. Breast awareness means knowing what your “normal” looks and feels like, and by regularly examining your breasts, you will be able to notice any changes to your breasts quickly. Early detection of breast cancer improves your chance of a full recovery.”
Caris Newson, head of healthcare services at Superdrug commented, “At Superdrug we are always looking at ways we can encourage our customers to take control of their health, and be body aware. This campaign is a brilliant and simple way of integrating a reminder to check your chest into people’s everyday lives using habits they already have. We hope this initiative helps people with the important activity of regularly checking your chest.”
The campaign will be supported with Sticker Leaflets and social media, as well as taking over four Superdrug stores and investing in outdoor media with eye-catching ‘boob’ advertising to raise awareness. It will run until the end of February.
For further information on Superdrug’s Itty Titty campaign please visit https://onlinedoctor.superdrug.com/contraceptive-pill-itty-titty.html
How to check your chests, breasts, and pecs
There’s no wrong way to check yourself out. Whether that’s in the shower, in front of your mirror, or when you’re lying in bed. It’s all good, as long as you know what to feel for and do so regularly. Here’s a list of our top tips to get the most out of checking your chest.
1. Know what feels normal
Everyone’s breasts are different, and yours might not feel the same as someone else’s, but that doesn’t always mean something is wrong. Take time to feel your chest and learn how it normally feels. The better you know your breasts, the easier it will be to feel if anything changes.
2. Keep it consistent
You should check in on your chest at least once a month, so you’ll notice any changes quickly. And by examining more regularly, you’ll also get used to how your breasts feel so you’ll know if something has changed right away.
3. When in doubt, get it checked out.
If you notice a change or you’re not quite sure, you should speak to your doctor. Getting a check-up is quick and easy, and they’ll be able to give you a full examination and advice if needed.
4. Learn what to look out for
Breast cancer isn’t always just a lump, so learning the different symptoms puts you in a better position to spot an issue. It can cause changes to the shape and texture of your breasts, and can even cause changes to your nipples.
If you experience any of the following you should see your GP:
- a new lump or new area of thickened tissue in either breast
- a swelling or lump in either of your armpits
- changes to the shape or size of one or both breasts
- change to the skin on your breasts, such as puckering, redness, or a rash
- discharge from either of your nipples
- changes in the appearance of either nipple-like becoming inverted or your skin developing a rash, crust, or scale-like texture.
Credits
Client: Superdrug
Head of Marketing: Gemma Mason
Senior Marketing Manager: Karen Fabres
Marketing Manager: Anisha Boojihawon
Assistant Marketing Manager: Hannah Sharp
Creative Studio: Grey London
President & CCO: Laura Jordan Bambach
ECD: Celeste Dalairac
Creative Directors: Terry O’Neill and Angela Harding
Creatives: Flora German and Shivani Patel
CSO: Raquel Chicourel
Creative Strategists: Fiona Keyte & Margarita Kostopoulou
SVP/Managing Partner: Mohamed Kahwaji
Account Director: Genevieve Jayasekera and David McConnell
Agency Senior Producers: Lotte De Vroe and Daniel Wincenty
Head of Design: Sunir Patel
Designer: Stuart Leung
Artworker: Nigel Miller
Social Media Agency: Grey Social
