5th March 2014

When it’s OK to Coppafeel

By Laura Mingins on Wednesday March 5, 2014

Over the last few years, we’ve seen growing criticism of the naked pin-up in the press, from the launch of the Say No to Page 3 Campaign in 2012 to the Co-op’s decision to put lads’ mags in modesty bags, back in July.

Campaigners have put particular pressure on The Sun newspaper to clean up its infamous Page 3.

Keeping abreast of criticism, The Sun has announced a six month media partnership with Breast Cancer Charity, Coppafeel, encouraging women to regularly check their breasts – using the tag line ‘Check ‘em Tuesday.’

In a smooth move which has left both cancer charities and women’s rights campaigners jibbering, The Sun has, temporarily at least, moved Page 3 from titillating trash in to a platform for a potentially life-saving message.

Naturally playing the cancer card has caused some mutterings – with Breakthrough Breast Cancer warning against trivialising the issue. However few can deny the credible benefits of spreading an important health message to The Sun’s 6 million readers, especially in a way which prompts such discussion and debate.

The campaign, which will run weekly each Tuesday, also encourages readers to sign up for free texts, reminding them to ‘check ‘em Tuesday’ aiming to target a younger audience of 18-35 year olds.

Already generating discussion online, this one is set to be a talking point and regardless of your views on Page 3, there’s no denying that The Sun’s support of breast cancer awareness has been a good move.