Glamour model Rhian Sugden is fronting a bold new marketing campaign for the charity Male Cancer Awareness Campaign (MCAC) which sees her touch herself on camera with a dramatic twist. 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. The film is being hosted on www.touchingmyself.org and MCAC’s YouTube channel. It drives viewers through to the charity’s website and is supported by an ambient teaser campaign in London.
The Touchingmyself campaign was developed at JWT London by executive creative director Russell Ramsay, creative director Jason Berry, copywriter Kevin Masters, art director Miles Bingham, account director Adrian Ash and agency producer Roy Swansborough.
Filming was shot by director Rankin.
The film’s online seeding has been handled by Rubber Republic.
Music is “Boys Want To Be Her” by Peaches.
You’ve got them all by the balls
Causin’ waterfalls, stone walls, bar brawls
Common stalls that cause ‘em all
To you they crawl, body sprawl
Smokin’ Pall malls, close call, stand tall
Doll, you make them feel so small
(And they love it)
The boys wanna be her
The girls wanna be her