1 in 7 women are affected by breast cancer in their lifetime but still, many women put off getting checked as the experience all seems scary. To encourage people to get control over their health and combat the fact that two-thirds of women aged 18-35 are not checking their chests regularly, Superdrug has launched its new ‘Itty Titty’ campaign with help from Grey London.

The Itty Titty campaign will see people receive a free Itty Titty sticky leaflet when they order their contraceptive pills from Superdrug Online Doctor or pick up their contraceptive pills from the London The Strand, Battersea, Islington or Manchester-Piccadilly stores. The leaflet includes 12 pairs of Itty Titty stickers and encourages people to place a pair on each of their pill blister packs as a visual reminder to check their breasts for abnormalities.

To fully embed checkups into people’s regular routines, the Itty Titty campaign taps into the behavioural science of habit stacking; encouraging people to add a new behaviour to their schedules by staking it on top of an existing habit. In this case, the existing habit is taking the contraceptive pill and the hope is that women will begin to combine the two behaviours and get checked monthly as they start on the next pill box.

“As young women, we’ve been the target of many fantastic campaigns teaching us the significance of checking and how to do it. But one big problem we found in ourselves and our friends was that we usually forgot to do it! It wasn’t in our routine and often laced with a drop of fear and guilt for not checking often enough.” explained Creatives, Flora German and Shivani Patel, “we’re really pleased to present an inclusive passion project we've had for over 2 years that makes remembering to check your chest easier, fun and at a good time for your goodies.”

Superdrug’s new campaign focuses on the importance of checking your chest a couple of days each month to ensure any changes can be noticed as soon as possible. The campaign is being supported by ex-Love Island contestant, Sharon Gaffka who will act as an ambassador for the campaign sharing with her social media followers.

The Itty Titty campaign will also be supported with Sticker Leaflets and social media, as well as taking over four Superdrug stores and investing in outdoor media with eye-catching ‘boob’ advertising to raise awareness.

“At Superdrug we are always looking at ways we can encourage our customers to take control of their health, and be body aware. This campaign is a brilliant and simple way of integrating a reminder to check your chest into people’s everyday lives using habits they already have. We hope this initiative helps people with the important activity of regularly checking your chest.” explained Caris Newson, Head of Healthcare Services at Superdrug.

Breast cancer awareness and encouraging checkups is an important issue for Superdrug, the brand has partnered with CoppaFeel! to raise awareness and education of its importance. Using Superdrug’s trained nurses, the retailer offers a no-touch consultation on how to carry out a breast examination and encourages people on how to check their boobs or pecs.