By our Buff-Bodied 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.
Emma Poole wrote the campaign, with Maciek Strychalski handling the art direction. Creative partner was Colin Nimick and Rosie Collins did the planning. Viral director was Susanah Hayes, Neil Evely took the photos and the calendar was photographed by Paul Greenwood. Matt Cresswell, Mark Rossiter handlede the TV production, Katy Welsh and Peter Hadden the digital side.
Don’t forget to visit the site www.breastawrenessguy.org, ogle and make a donation.
You can also watch the viral here:
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