Ever had the feeling you’re being watched?
1 October 2008
By our Breast Aware Correspondent
Ogilvy Group UK this week launches a campaign for its client Cancer Research UK to tie in with Breast Cancer Awareness Month (BCAM) which runs from 1st to 31st October.
The campaign – entitled “Breast Awareness Guy” – aims to encourage donations of at least £2 per month to Cancer Research UK and help women become more breat aware. The campaign consists of a short viral film which will be sent out via email and seeded around the Internet. The film – also supported by email and banner display advertising – directs women to a microsite (www.breastawrenessguy.org) where they can learn about breast awareness, the work of Cancer Research UK and how to make a donation.
In order to secure the attention of women at a time when they will be bombarded with messages on breast cancer, the campaign features an eye-catching male model (see above), who demonstrates the principles of breast awareness.
The star of the campaign – chosen after auditioning over 50 candidates - is Kent-based model Tommy Maxwell, a former personal trainer and boxer.
“I have done lots of work as a model but doing this campaign is the thing I’m most proud of,” says Tommy. “I hope as a result of this campaign, women will become more aware of breast cancer and will donate to a very worthy cause.”
As a special treat, all visitors to the site who make a donation will receive a special gift – a fabulous digital desktop calendar with a stunning photo of Tommy for every month of the year.
Don’t forget to visit the site www.breastawrenessguy.org, ogle and make a donation.
You can also watch the viral here:
[youtube:http://www.youtube.com/watch?v=yvyVTJds7Ak]
