Behaviour Change

PROPAGANDA FOR CHANGE is a project created by the students of Behaviour Change (ps359) and Professor Thomas Hills @thomhills at the Psychology Department of the University of Warwick. This work was supported by funding from Warwick's Institute for Advanced Teaching and Learning.

Thursday, March 15, 2018

The power is in your hands- Trust Your Touch

This campaign run by CoppaFeel is to get the nation talking about their boobs using cheeky imagery which makes a large impact. 


This catchy hashtag is short, simple and snappy. It has a large message behind it and therefore prompts more people to check their boobs more frequently. Availability heuristics (Tversky & Kahneman, 1973) are said to prompt immediate decisions (e.g. should you check your boobs), and therefore the memorable hashtag is likely to be retrieved in the state of system 1 thinking. 

Follow the celebrities 
The charity has famous patrons involved in spreading the repeated message behind CoppaFeel- CHECK YOUR BOOBS. Celebs such as Greg James, Fern Cotton, Dermot O’Leary prompt Social Learning Theory (Bandura & Walters, 1977) which suggests that a behaviour can be adopted through modelling. As well as this, throughout the campaign there is a ‘Boob Check 101’ where celebrities show steps on how to check your Boobs which can therefore increase self-efficacy (Bandura, 1977) through viewing the success of others performing the behaviour. This can influence the component of Theory of Planned Behaviour (Ajzen, 1991) that viewing these celebs influences perceived behavioural control showing the ease of the behaviour. With these big names having a large following on multiple platforms the message of CoppaFeel reaches vast numbers to encourage this behaviour. 

CoppaFeel is widely recognised 
Through the exposure effect (Zajonc, 1968) people tend to get on board with ideas they recognise and are familiar with. Channels such as ITVBe has worked with the campaign #TRUSTYOURTOUCH to spread awareness to their viewers of various ages. It is also shown during ad breaks in daytime TV. 

The shocking imagery of someone who has had a Mastectomy 
Tying in with Health Psychology the use of this image in the advert can lead to Fear Arousal. A study carried out by Seo et al, (2013) showed that fear from imagery contributed to the persuasion to adopt a health behaviour like flossing. The underlying message of the CoppaFeel campaign is to take up the health behaviour of checking your breasts before it is too late, which made this advert so striking. 

So… check CopperFeel out, have a feel… the power is in your hands 


Ajzen, I. (1991). The theory of planned behavior. Organizational behavior and human decision processes, 50(2), 179-211. 

Bandura, A. (1977). Self-efficacy: toward a unifying theory of behavioral change. Psychological review, 84(2), 191. 

Bandura, A., & Walters, R. H. (1977). Social learning theory(Vol. 1). Englewood Cliffs, NJ: Prentice-hall. 

Seo, K., Dillard, J. P., & Shen, F. (2013). The effects of message framing and visual image on persuasion. Communication Quarterly, 61(5), 564-583. 

Tversky, A., & Kahneman, D. (1973). Availability: A heuristic for judging frequency and probability. Cognitive psychology, 5(2), 207-232. 

Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of personality and social psychology, 9(2p2), 1.

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