Curvy Kate Put Breast Cancer Awareness First With #BoobsOverBellyButtons

Curvy Kate Put Breast Cancer Awareness First With #BoobsOverBellyButtons

By myclever™ Agency

In our weekly round up series, we’re taking a look at Curvy Kate’s body-positive #BoobsOverBellyButtons campaign.

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Curvy Kate

Established in 2009, Curvy Kate designs underwear, lingerie and swimwear for fuller-busted women.

Embodying a body-positive proposition, the brand have run several successful social media campaigns as they established a loyal and engaged community online and offline.

Curvy Kate has over 89,000 Facebook likes, 26,200 Instagram followers, 17,800 Twitter followers and over 5,000 YouTube subscribers.


No, this is not some strange, NSFW, contortionist challenge.

We all remember the viral ALS Ice Bucket Challenge that raised awareness for ALS and drove over £/$7 million in donations to charities including ALS Association and MNDA.

In recent weeks, a new challenge has started to sweep social media – the #BellyButtonChallenge. With no clear charitable cause or brand effort, fitness fanatics have been posing with their arms twisted round their backs to touch their belly button from the other side.

It’s meant to be a sign of flexibility and slenderness.

I am not capable of performing this feat of fitness.

Curvy Kate have hijacked the buzz being built online to raise awareness for breast cancer, using the hashtag #BoobsOverBellyButtons.

Curvy Kate have already been working with CoppaFeel!, a UK charity working to “stamp out late detection of breast cancer.”

With the cheeky hashtag #BoobsOverBellyButtons, the lingerie brand are hoping to draw attention away from the “ridiculous body-shaming (and downright painful)” belly button fad, using the limelight to get girls to check their breasts.

“Taking just 2 minutes to check your boobs and get to know them could potentially be a lifesaving exercise.”


The campaign has drawn attention from the likes of Buzzfeed – this blog post trended earlier this week – Huffington Post and the Hello Giggles blog, which has been shared across social by high profile personalities like actress Zooey Deschanel.


Curvy Kate’s blog post (below) has been shared by numerous Twitter handles, including @sugarscape to their 591,000 followers.


Curvy Kate got the ball rolling with a post on their blog, denouncing the painful #BellyButtonChallenge and setting out their stall for the much more fun and less painful #BoobsOverBellyButtons challenge.

The brand have also featured their models and staff in Instagram posts:



We all took part in 2014’s ice bucket challenge, or know someone that did.

While the #BellyButtonChallenge has reportedly generated hundreds of millions of posts on Weibo, the #BoobsOverBellyButtons campaign has a much more humanitarian angle. The early detection of breast cancer is far more worthy of a viral campaign than proving how flexible you are.

The simplicity of the ice bucket challenge was that anyone with a camera phone, a bucket and a tap could join in. Posting to social is second nature, and tagging friends to nominate ensured that the reach – organic and costing ALS charities nothing – grew exponentially.

So why shouldn’t the #BoobsOverBellyButtons challenge do just as well? It’s a lot less cold and wet, after all.

The premise supports Curvy Kate’s ongoing brand message of being proud of your body, regardless of your size and shape.

Over To You

What do you think? Have you spotted a clever campaign?

This post was written by myclever™ Agency

Exceptional marketing is driven by human insight. myclever™ Agency craft beautiful, useful and engaging experiences with social media at the heart.