BREAST CANCER AWARENESS CHARITY COPPAFEEL! EMBRACES IN-GAME ADVERTISING

UK-based breast cancer awareness charity CoppaFeel! is embracing in-game advertising to spread its live saving message to young gamers.

The charity has teamed up with UK-based in-game advertising company Admix, to help launch its first foray into the video gaming world. It’s In-Play digital ad campaign will run throughout summer 2021. 

CoppaFeel!’s standout ad creative will be “digitally injected” by Admix directly into mobile gaming content, without disrupting gameplay. Targeting women aged 18-24, the campaign will run across multiple genres, and titles including Equestriad, Cat Simulator, Beat Blader and Ultimate Car Simulator.

According to the charity, 1 in 7 women in the UK will be affected by breast cancer, and its research shows that just over half of young women are confident to start checking their boobs. The campaign will encourage young people to regularly check their chests to help ensure all breast cancers are diagnosed early and correctly. 

Harri Lowndes, Marketing Manager at CoppaFeel!, commented: “All the work we do at CoppaFeel! aims to speak to young people in their natural habitat and we’re always on the lookout for new and innovative ways to remind all young people that knowing their bodies could save their lives. We are really excited to be working with Admix to reach a new, engaged audience in the mobile gaming world and hope that this ad campaign will help to spark conversations amongst young people about the importance of checking their chests regularly.”

Nina Mackie, Global Agency Partnerships Director, Admix, commented: “We’re absolutely thrilled about our collaboration with CoppaFeel!, a charity that is really close to my heart. Gaming audiences are largely untapped by brands so this partnership offers CoppaFeel! the chance to spread their message to a young & highly engaged audience in a non-disruptive way using our native in-play ads.

“Awareness raising campaigns like this current one from CoppaFeel! show that mobile gaming serves as an invaluable media channel not only to educate, but to foster positive brand interaction and engagement. Now, thanks to our recent partnership with IAS, Admix’ ad inventory is measured and verified by a trusted, independent partner making for a brand safe environment for all. We hope to continue working with CoppaFeel! long term and will continue to support their awareness campaigns in the future.”

AYO.NEWS says:

With the COVID-19 pandemic dominating health concerns for over a year now, it’s easy to forget that cancer is an ever-present threat, and can strike young people too. We very much hope that this in-game advertising campaign proves successful at reaching its intended audience, and in turn saves lives. Kudos to everyone involved, and let’s see some more charities tapping the potential of in-game advertising.