CoppaFeel! tries to encourage young people to get to know their boobs in fun ways. To stand a chance of getting noticed on a night out, the execution needed to be amusing and relevant.

A large iPhone displaying a series of text messages certainly stood out. And a very one-sided conversation made people want to read the full story. When they did, it was something they could easily relate to and laugh about. The girl chasing the guy, the text shorthand, the auto-correct errors after a few too many drinks, the embarrassment the next morning.

Our washroom campaign certainly got attention. Two-hundred-and-fifty posters were seen by over 240,000 people and sign-ups to CoppaFeel!’s text-reminder service increased by 50% during the two-week campaign. Double our original target. Hopefully we succeeded in saving some embarrassment. And some lives.