Breast cancer awareness campaign ads launch at Westfield White City in London.
Full-frontal images of women’s breasts are being shown on adverts in public shopping areas in the UK to raise awareness about breast cancer.
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, Glasgow and 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.
Each ad will read: "When it comes to your boobs, there are hundreds of words you can use to describe them.
"So get coppin' and tell us #whatnormalfeelslike for you.
"Knowing #whatnormalfeelslike could save your life."
The campaign follows months of research, during which women aged 18 to 30 were asked to describe their boobs. The majority struggled to find words other than ‘big’ or ‘small’.
Kris Hallenga, who founded CoppaFeel! when she was diagnosed with breast cancer aged 23, 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.”
The charity aims to stamp out late detection and misdiagnosis of breast cancer by ensuring that people know the signs and symptoms, as well as what their boobs look and feel like normally.