CoppaFeel! has posted billboards across the UK showing women who have bared their breasts in support of the charity. The outdoor executions, created by Karmarama, also feature the words women used to describe how their breasts feel. They are the final part of CoppaFeel!’s "#whatnormalfeelslike" campaign, which launched in the summer with images photographed by Rankin. The activity aims to encourage more women to check their breasts for signs of cancer and be confident in talking about them. Research indicates that women often struggle to describe their breasts beyond size. The work was written by Paul Pearson and art directed by Laila Milborrow.