This February marked a milestone for Touchy-Feely: our very first official campaign, launched on World Cancer Day 2025. The global theme this year was “United by Unique”, a message that resonated deeply with us, because at our core, Touchy-Feely has always believed in the beauty and power of storytelling.
We are, before anything else, a storytelling platform for our community. We create the space for women, especially Black women and women of colour to share their stories unfiltered. We do this with intention, we know that lived experiences must be told in their raw truth. When stories are altered, softened, or tampered with, the authenticity is lost and so too is the opportunity to learn, to improve outcomes, and to genuinely understand the realities of the Black cancer experience.
The Campaign
For World Cancer Day, we built a campaign rooted in the voices of women themselves. We curated a series of storytelling videos, each one highlighting a unique journey through breast cancer.
• Some women spoke about the scars they carried from mastectomies, lumpectomies, or the side effects of treatment.
• Others focused on the emotional landscape: navigating identity, motherhood, or relationships during cancer.
• Each story was different, each voice was unique and together, they built a powerful, collective narrative that embodied the theme United by Unique.
The Impact
The response was extraordinary. Our community didn’t just watch, they engaged and shared with their network.
• Engagement soared: people commented, shared, saved, and reached out to connect with the women whose stories they saw.
• Video storytelling made the difference: allowing the women to speak directly in their own voices created a raw honesty that resonated deeply.
• Conversations were sparked: we saw our community openly discussing scars, treatment, body image, and survival in ways that are rarely seen in mainstream cancer campaigns.
This proved what we’ve always known: that there is power in unfiltered storytelling. When women are given the platform to share their truth without filters, it inspires others to reflect, relate, and respond.
Our Sponsor
We were honoured to have the support of L’Occitane, who gifted their products to the incredible women featured in this campaign. Their contribution was more than just a gesture of appreciation, it symbolised the importance of recognising and valuing the resilience of women who open their lives to empower others.
Why It Matters
This first campaign was more than a moment for us, it was a statement of what Touchy-Feely stands for. By spotlighting Black women and real experiences, we’re creating a platform where representation is not an afterthought, but the foundation.
For us, United by Unique wasn’t just a theme for World Cancer Day, it’s our ethos. Every story is unique. Every journey matters. And when we unite those voices, we don’t just raise awareness, we build a future where outcomes for Black women and women of colour can and will improve.
