CoppaFeel! raises breast cancer awareness with Admix in-play ad campaign

Breast cancer awareness charity CoppaFeel! has enlisted UK-based in-game advertising company Admix to help launch the charity’s first foray into gaming, with an in-play digital ad campaign running throughout summer 2021.

The campaign will feature CoppaFeel!’s ad creative, which will be ‘digitally injected’ by Admix directly into mobile gaming content without disrupting any gameplay. The campaign will run across multiple gaming genres, targeting women aged 18-24. In the UK, 1 in 7 women will be affected by breast cancer in their lifetime and CoppaFeel!’s research shows that just over half of young women are confident to start checking their boobs.

Ads will appear across popular hits among female gamers including Equestriad, Cat Simulator, Beat Blader and Ultimate Car Simulator. This is all geared towards raising awareness for the charity’s core mission: to ensure all breast cancers are diagnosed early and correctly by encouraging young people to regularly check their chests and understand that they know their body better than anyone else.

Gaming is a fast-growing, global industry that’s worth over $159 billion USD annually, three times the audience of film and music combined with women making up half of mobile gamers worldwide. Admix’ ‘In-Play’ advertising solution empowers brands like CoppaFeel! to reach highly engaged mobile gaming audiences at scale, in brand-safe environments.

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.

Harri Lowndes, Marketing Manager at CoppaFeel!