CoppaFeel! 'Boob Hijack' direct mail and online campaign

For women of all ages, the possibility of developing breast cancer is a concern - around one in nine women are at risk. Catching it early is key to treating and curing it.

Coppafeel!, set up by 23-year-old self-proclaimed cancer warrior Kristin Hallenga, aims to educate young people about the symptoms of breast cancer and the high importance of checking breasts regularly.

Run by young people for young people, the aim for Archibald Ingall Stretton... was to reach this audience, and they knew that more'traditional' methods wouldn't necessarily work.

So they went for a different approach. A live television output showed how women should check their breasts (with commentary from 'X Factor' announcer David Dickson).

Footage was posted on the internet and a direct mail pack was sent out. The AIS team created stickers - with the message 'place as many stickers on as many boobs as you can find' to place on statues and magazine front covers, for example.

The results were extremely impressive. Around 2.5million people became aware of CoppaFeel!

Read more about integrating direct mail and social media.