Creative agency archibald ingall stretton (ais) and sister agency Arena Media have launched the next phase of its ‘Hello Boobs’ campaign for youth breast cancer awareness charity CoppaFeel!.

The work involves blippar, the innovative mobile image recognition app platform, which delivers the interactive functionality.

The initiative continues the message that checking your breasts should be the ‘habit of a lifetime.’ Targeting young people across the UK, it aims to encourage and inspire them to be comfortable and familiar with their breasts in order to reduce incidents of late detection or misdiagnosed cancer.

The campaign is centred around a digital 96 sheet that builds on the ‘Hello Boobs’ ad. The creative features a picture of a model posing in her bra. Users are required to download the blippar app, hold their phone towards the image, which will enable them to see the boobs in 3D, but also allow them to name them.

Users are then able to share the picture via Facebook and Twitter and also find out more about ‘how to check your boobs’ and sign-up to the CoppaFeel! text reminder service.

The campaign launched on 2 December and will run for 2 weeks, utilising 2 high-profile digital outdoor locations – provided by Outdoor Plus – in Holborn and Euston, plus 300 washroom panels – provided through Admedia.

Kristin Hallenga, founder and CEO of CoppaFeel!, says: “Support from everyone involved has been absolutely amazing. Our message is a serious one but we love the fun and playful feel of the campaign as it will definitely appeal to our young audience. The new creative by ais and media strategy by Arena Media is, as usual, head and shoulders above the competition. We now have interactive 3D boobs in prime locations in London and for a charity that is priceless.”

blippar business development manager, Dave Black, adds: "blippar are excited about the opportunity to work with CoppaFeel! to help them to deliver such an innovative and daring campaign. The eye-catching poster is just the start of a fully interactive, experience which is sure to turn heads! This has been one of the more ‘unusual’ and fun blipps we’ve worked on in the office and we look forward to building more pioneering campaigns in the future to support such a worthwhile cause."