During September 2011 Male Cancer Awareness Campaign (MCAC) launched a bold new marketing campaign fronted by glamour model, Rhian Sugden.
The educational viral film aims to eliminate the embarrassment surrounding young men - particularly 18-35 year olds - checking themselves and understanding the early signs for testicular cancer. It was created by advertising agency JWT London and directed by world renowned photographer and director Rankin. Both JWT London and Rankin created the viral on a pro-bono basis.
The film is hosted on the website www.touchingmyself.org
and the charity’s YouTube channel
. It drives viewers through to the charity’s website
and was supported by an ambient teaser campaign.
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.