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Editor’s Pick. Cancer Research ‘Breast Awareness Guy’

Agency: Ogilvy Interactive

Client: Cancer Research UK

Cancer Research UK has released a viral video aimed at educating women on how to be breast aware - delivering the message with a twist.

The comedic video features a woman explaining how best to check breasts, but her assistant is a male model with highly developed pecs, known as ‘Breast Awareness Guy’, Tommy.

The video is being used to launch Cancer Research UK’s fundraising and awareness activities for Breast Cancer Awareness Month, taking place throughout October 2008.

The charity is hoping that Tommy will help get across an important message by capturing people’s attention in a fun and memorable way.

Fundraising manager at Cancer Research UK, Sarah Pickersgill, said, “Every day a staggering 120 women are diagnosed with breast cancer. Although the number of cases of breast cancer has increased, more women are now surviving the disease, thanks to better treatment and earlier detection.

“Through this video we hope to remind as many women as possible of the importance of being breast aware and to encourage them to donate to the charity to help ongoing research into the disease.”

Viewers are asked to support Cancer Research UK’s life-saving work by making a donation at where they can also download a digital calendar featuring Tommy.


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