By ADF Newsdesk –

Breast cancer does not discriminate, yet awareness and early detection efforts often overlook the unique challenges faced by Black women.

A new campaign, ‘Check In,’ spearheaded by the charity CoppaFeel! in partnership with NHS North East London Cancer Alliance (NELCA), aims to change that narrative by encouraging young women—especially those from diverse backgrounds—to take control of their health through self-examinations and open conversations about breast cancer.

Challenging Misconceptions and Raising Awareness

A common myth is that breast cancer primarily affects older White women. This misconception has left many Black women underestimating their risk and, in turn, failing to prioritise regular self-examinations. The ‘Check In’ campaign directly challenges this by spotlighting the importance of breast health for people of all genders, backgrounds, and ethnicities.

Launched in conjunction with World Cancer Day, the campaign is designed to normalise discussions about breast health within communities that may not traditionally engage with the topic. The initiative encourages individuals to ‘check in’ with themselves and their peers, fostering an environment where self-examinations become routine rather than an afterthought.

Early Detection Saves Lives

Statistics show that one in seven women will be diagnosed with breast cancer in their lifetime. However, Black and South Asian women in the UK are more likely to receive late-stage diagnoses, making treatment more difficult and reducing survival rates. The ‘Check In’ campaign stresses that knowing your body and spotting changes early can make a life-saving difference.

Research further highlights that only 25% of 18-24-year-olds check their chests monthly, while nearly half of young people in North East London have never done so. Since routine breast cancer screenings are not offered to those under 50, early detection through self-examinations is the most effective way to improve outcomes.

Breaking Down Barriers

Black women often face additional barriers to accessing healthcare, including cultural stigmas, medical mistrust, and a lack of representation in mainstream health campaigns. By featuring real stories from diverse young women, ‘Check In’ seeks to dismantle these obstacles, encouraging individuals to advocate for their own health.

Sophie Conway of CoppaFeel! underscores the importance of challenging outdated narratives: “Our research shows that myths, stigma, and taboos prevent many young people—especially from marginalized communities—from engaging with their breast health. ‘Check In’ is designed by and for young people to change this.”

Similarly, Obi Onyiah from NHS North East London Cancer Alliance emphasises the campaign’s broader goal: “Raising awareness isn’t just about early detection—it’s about empowerment. By normalizing these discussions, we can break the silence, encourage early action, and inspire young people to take control of their health.”

A Community-Led Initiative

The ‘Check In’ campaign is the result of collaboration between CoppaFeel!, NHS NELCA, and Hackney-based creative marketing agency Tag. Developed with input from over 50 young people across London, the initiative ensures that diverse voices are at the forefront of the conversation.

The campaign will be visible across 858 locations in North East London, including community hubs, public spaces, and social media, where it aims to reach young people directly and encourage meaningful engagement.

Take Action: Know Your Body

The message of ‘Check In’ is simple but powerful: Knowing your body could save your life.

If you are unsure how to conduct a self-examination, resources are available to guide you. Regularly checking your chest, recognising changes, and seeking medical advice when necessary are key steps in taking control of your health.

For more information on the ‘Check In’ campaign and to watch the campaign videos, visit: CoppaFeel! Check In Campaign.