What it had to solve
Remind young people to check monthly for signs and symptoms of breast cancer, in a way that fits the shower routine CoppaFeel!'s #ShowerHijack already owned
How it works
An all-natural, scented BoobSoap was made at-cost in a short run by London artisan soap-maker Soapsmith, each box carrying a checking card of signs and symptoms; CoppaFeel! wove the concept into its annual #ShowerHijack takeovers of communal bathrooms.
What it did
An initial short run was produced pro bono; CP+B called on major retailers to stock BoobSoap so all profits could route to CoppaFeel!. No sales figures were reported.
Background
In October 2017 creative agency Crispin Porter + Bogusky London, working pro bono with breast cancer awareness charity CoppaFeel!, invented BoobSoap: a physical reminder to #TrustYourTouch. Studies showed women too often simply forget to check their breasts, so the soap was designed to run out in about a month of normal showering — the empty bar itself becomes the reminder to check again.
Every box came with a checking card showcasing the signs and symptoms to be aware of. London artisan soap-maker Soapsmith produced an initial short run at cost. CP+B hoped major retailers would stock the soap so it could go into full production with all profits routed to CoppaFeel!, whose marketing manager Zoe Roll welcomed 'innovative ways to spread our message'.
In the meantime CoppaFeel! leveraged the concept inside its annual #ShowerHijack campaign, hijacking communal bathrooms at universities, gym chains and yoga studios with awareness materials — meeting young people exactly where the checking is supposed to happen. Creative Martins Miller framed the logic: early detection is key, and 'a dash of fun and gorgeousness' doesn't hurt the message.
Why it lands
Forgetting, not ignorance, is the failure mode — a consumable that runs out monthly fixes the calendar problem
The shower is where CoppaFeel!'s #ShowerHijack already met its audience, so the product lives where checking happens
A physical, giftable object carries the message into bathrooms without buying media
Routing all profits to the charity made the product itself a fundraiser, not just a gimmick
What you can take
The best reminder is the routine itself: tying the monthly check to a bar of soap that visibly runs out turns a calendar into a physical object nobody has to remember.
Since then
As of October 2017 CoppaFeel! planned to use the BoobSoap concept in its annual #ShowerHijack campaign across universities, gyms and yoga studios, while CP+B sought retail listings to move into full production with profits going to the charity.
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