Photos of naked breasts will appear on ‘desexualised’ adverts in UK shopping centres, alongside words used to describe them such as ‘firm’ and ‘squidgy’.
The campaign is accompanied by the social media hashtag #whatnormalfeelslike to encourage women to discuss their breasts online.
Founder of CoppaFeel! Kris Hallenga, said: “We want to make it normal for girls to talk about their boobs. Society and the media think of breasts in a sexual way, but by creating this campaign we want to give boobs back to women and encourage them to think, and talk about them, in terms beyond size. The more normal it is to talk about boobs, the more likely women are to check themselves regularly and spot any changes early.”
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