Celebrities send themselves up for breast cancer campaign

The press and poster campaign, which launches on May 6, was created by Dye Holloway Murray and subtly plays on the topic of celebrity endorsement.

Famous names from the fashion, TV, radio and music industries have been photographed by Rankin wearing the campaign's 2008 T-shirt. The campaign message is: "Whatever your reason, wear one."

The celebrities all allowed themselves to be sent up in the ads. For example, Friel's says "because it matches my eyes", while Carr's states "because it shows off my man boobs".

The one exception to the theme is TV presenter Edith Bowman, whose mother is in remission from breast cancer after being diagnosed at the age of 50. Bowman wanted to honour her mother's experience and highlight the more serious nature of the cause by giving her reason as "Mum".

Carr's involvement marks the first time Breakthrough Breast Cancer has used a male celebrity to advertise the campaign in its 11-year history. His participation recognises the 300 men a year who are diagnosed with breast cancer in the UK and the tens-of-thousands who are affected by the loss of mothers, daughters, sisters and partners.

The outdoor campaign includes bus shelters, 96 sheets, 48 sheets and 6 sheets. It is accompanied by press and online advertising, and postcards distributed in health clubs, universities and cinemas.

This will be supported by a digital campaign created by cartoonist Candy Guard and by in-house PR activity. All advertising creative and space has been provided at reduced cost or free of charge.

Chris Askew, director of fundraising at Breakthrough Breast Cancer, said: "We're aiming to raise over £1m through retail and website sales of this year's FTBC products so we needed a campaign that really captures people's imagination and inspires them to buy the T-shirt and other products in the range."

Jorian Murray, managing partner at Dye Holloway Murray, said: "It was an absolute privilege to work with Breakthrough Breast Cancer on this project and we hope that everyone digs deep to buy a Fashion Targets Breast Cancer T-shirt… 'whatever their reason'."

The T-shirts and other items will be available from May 2 at Marks & Spencer, across the high street and online.