Stella x Sex Education : Breast Cancer Awareness 2021

Breast cancer is often a taboo subject; it’s awkward to talk about, and young people aren’t exposed to the dialogue enough. It’s also shrouded in misconceptions and myths. So, how do we really get young people to talk about breast cancer and check their breasts regularly?

We helped create a match made in heaven—Stella McCartney and Sex Education—to develop a campaign that, in disguise as a mini episode of Sex Education, features Stella as an ill-informed 80s sex-ed video host, starring alongside the Sex Education cast members in character. We use humor to bust myths and inspire the next generation to make breast self-checks a regular part of their routine. Our catchy message is “TTT”: use the Toilet, brush your Teeth, check your Tits!

It worked and the results are below.

A Toilet Teeth Tits T-shirt was created and worn by the likes of Charlize Theron and Kylie Minogue 😲

The campaign received a lot of press, won some awards, became the most engaged ever post on Stella’s IG, but most importantly, we saw people talking about breast cancer and doing self-examinations.