Cancer charity viral features 'breast awareness guy'

by Becky Charles, Marketing 25-Sep-08, 16:15

LONDON - Cancer Research UK is launching a comedy viral video in the run-up to Breast Cancer Awareness Month.

The viral campaign is intended to boost awareness of self-examination as well as encourage women to donate to the charity.

The site features a woman explaining how best to check breasts, the twist being that she has an attractive and obliging male assistant. It is the first time the charity has used such an approach to target women.

The video, featuring Tommy, the 'breast awareness guy', paves the way for Cancer Research UK's fundraising and awareness activities in Breast Cancer Awareness Month, which starts on 1 October.

Sarah Pickersgill, fundraising manager at Cancer Research UK, said: 'Through this video we hope to remind as many women as possible of the importance of being breast aware and encourage them to donate to the charity to help ongoing research into the disease.'

Cancer Research UK is the biggest single funder of breast cancer research in the UK; it spent about £45m on studies into the disease last year.