A Page 3 girl, Rankin and a WTF moment for Testicular Cancer Awareness

16 Sep

Definitely one for the boys…Lingerie model and page 3 girl Rhian Sugden shows us her raunchy side in this darkly seductive short film shot by world renowned photographer Rankin.

The “educational” viral “Rhian Touches herself” aims to eliminate the embarrassment surrounding young men – particularly 18-35 year olds – checking themselves and understanding the early signs for testicular cancer and has been produced by JWT London for MCAC. It’s already being picked up and talked about online, especially in places like Nuts Magazine – The Economist of Lads Mags…

Hopefully the “shock & awe” will drive viewers through to the charity’s website and it will also be supported by an ambient teaser campaign throughout London. Look out for the cards (and the QR codes).

MCAC was set up in 2005 by Patrick Cox, who had a testicular cancer scare during his early-30s. The charity aims to eliminate any stigma surrounding the idea of regular testicle examination and encourages young men to seek professional help.

Patrick Cox, Chief Executive at MCAC, said: “This is without doubt the boldest and most daring testicular cancer awareness video I have ever seen!  We are the bold and daring charity and we are hugely proud of this important film. Our aim is to educate young men about the need to check themselves for testicular cancer, a subject treated with a degree of awkwardness. By using our brand ambassador Rhian Sugden to dramatic effect we hope to cut-through the usual cancer messages that young men face”.

Go on. Share it and check yourself out.

2 Responses to “A Page 3 girl, Rankin and a WTF moment for Testicular Cancer Awareness”

  1. Mike Craycraft September 25, 2011 at 5:41 am #

    I wish that we had these kind of ads in the U.S. as we seem to lag behind the U.K. in our willingness to talk about testicular cancer.

Trackbacks/Pingbacks

  1. Creating a digital response – work that is good enough to share « David j Carr | Digital Fragments & Brand Reality Creative - April 27, 2012

    [...] Herself. We were very lucky in that some very talented people gave their time for a worthy cause (full story here). We were also lucky in that the idea caused a “physical response” (if you [...]

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