Images of women's naked breasts are from today on display in public shopping areas across the UK, to raise awareness of breast cancer.
The seven photographs, shot by Rankin, show bare-chested women painted with a word they use to describe their boobs. They include 'doughy', 'squidgy' and firm.
Launched by CoppaFeel!, the campaign's main goal is to desexualise breasts by letting women reclaim the vocabulary surrounding their bodies.
It encourages them to talk about their breasts on social media, using the hashtag #whatnormalfeelslike.
Each ad reads: 'When it comes to your boobs, there are hundreds of words you can use to describe them. So get coppin' and tell us #whatnormalfeelslike for you.'
They will be on display for six weeks in locations such as London's Westfield White City and Glasgow's St Enoch shopping centres, to coincide with Breast Cancer Awareness Month in October.
Kris Hallenga, who founded the charity when she was diagnosed with breast cancer aged just 23, said: 'We want to make it normal for girls to talk about their boobs.'
'Society and the media think of breasts in a sexual way, but by creating this campaign we want to give boobs back to women and encourage them to think, and talk about them, in terms beyond size.'
'The more normal it is to talk about boobs, the more likely women are to check themselves regularly and spot any changes early.'
A #whatnormalfeelslike pop-up shop is also open from 18-21 September on Dray Walk in London, to exhibit the original pictures. Visitors can contribute to the campaign by entering the ‘Boob Booth’. All those that dare to bare will take home a CoppaFeel! goody bag full of beauty treats thanks to sponsors iLove Cosmetics.
You will also be able to enjoy complimentary manicures from WAH Nails and Barry M on Thursday 18 and Friday 19, as well as vintage hairstyle makeovers by Paul Mitchell on Saturday 20 and Sunday 21 September.
For more information, visit CoppaFeel.org
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