Ogilvy Helps Cancer Research UK Roll Out Viral Campaign

Leading brand communications agency, Ogilvy Group UK, is launching 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. 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.breastawarenessguy.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 a male model, 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 digital desktop calendar with a photo of Tommy for every month of the year. 

Sarah Pickersgill, fundraising manager at Cancer Research UK, 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."

Your Comments:

Name:
Email address:
Comments