By Natalie Mortimer

Breast cancer awareness charity Coppafeel! is looking to ‘desexualise and re-feminise the language people use for breasts in its latest campaign, which ties in with the 2014 launch of Breast Cancer Awareness Month.

For the #whatnormalfeelslikecampaign, created in collaboration with photographer Rankin and calligrapher Alison Carmichael, Coppafeel! photographed seven topless women with hand-lettered calligraphy written across their chests, describing their breasts.

The idea for the campaign, created by Karmarama, was generated after the charity found that most women aged 18-30 struggle to find other words than ‘big’ or ‘small’ when asked to describe their breasts.

By introducing different adjectives like ‘squidgy’, ‘bouncy’ and Read full story ›

Source: The Drum