Rethink Breast Cancer has launched another provocative campaign using more hot models, sexy scenes and sultry sounds to raise awareness about breast health and cancer prevention.
The “Your Best Breast Health” video series, which is rolling out across social (#yourbestbreasts) and traditional media in the coming weeks, follows the Canadian charity’s “Your Man Reminder” that uses shirtless male models to drive women to an app that reminds them to regularly check their breasts for potential signs of cancer.
The newest campaign includes both men and women in seductive poses with messages such as “work out,” “stay fit” and “drink less” (the latter featuring a male model pouring water over his body).
“It’s pretty steamy,” Alison Lawler-Dean, vice-president of marketing and communication at Rethink Breast Cancer, told Marketing. “That was the thought. We wanted it to be sexy, but powerful and empowering and upbeat all at the same time.”
The goal was to evolve the campaign into something “more social and shareable, not having to drive people to an app to get the messages, but put them out into the space where millennials are anyway,” Lawler-Dean said.
Capturing the attention of that demographic can be challenging. “We’re competing against a lot of other brand messages and beautiful imagery out there,” she said. “We wanted to do something to lure people in and then have these really important messages that hopefully stick with them.”
The video series includes 11 short videos shot by Nikki Ormerod, a regular Rethink Breast Cancer contributor, and produced by Spy Films. It includes a behind-the-scenes look at the making of the campaign and interviews with campaign stars edited by Scarlett Street.
The campaign contributors, including the nine models, volunteered to put it together. Some of the names include Instagram star Spizoiky and music by Argentinian born Tei Shi and American singer Goapele.
The public service announcements can be seen across social media, as well as on digital screens in Toronto’s transit system and office tower elevators in cities such as Toronto and Vancouver. They will also be posted in some bus shelters across Toronto, with a quick response code that allows viewers to Shazam the ad on their mobile phone and pull up the videos instantly. Each video also links to a more-in depth blog post with detailed information on breast health.
Ad inventory is also being donated by print publications Western Living and House & Home, and the charity says its media buyer, Media Experts, is working on getting some television time as well.
Rethink Breast Cancer says the “Your Man Reminder” app has been downloaded more than 300,000 times and the launch video has received more than 7.4 million views.
“The original Your Man Reminder campaign did a fabulous job at getting women to think about breast health and give their breasts some TLC (touch, look, check), but there is more to the overall breast health story that Rethink wanted to highlight including how to reduce your risk,” the charity said in its release launching the latest campaign on Thursday.
If it’s wrong to use sex to sell beer, why is it alright to use it to sell health? Getting noticed with cheap tricks is easy. Delivering a true message that changes behaviour takes more than a director fawning over “half-naked men.” And while we’re at it, can you imagine the outrage if a male director said the same thing about half-naked women?
Tuesday, January 26 @ 1:13 pm |