Glamour model touches herself for charity

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 remove the embarrassment that young men face inparticular 18-35 year olds when checking themselves and understanding the early signs for testicular cancer. It has been created by advertising agency JWT London on a pro-bono basis.

The film will be hosted on the charity’s YouTube channel. It aims to drive viewers through to the charity’s website and is also being supported by an ambient teaser campaign throughout London.

MCAC was set up in 2005 by Patrick Cox, who had a testicular cancer scare during his early-30s. The charity aims to eliminate any stigma surrounding the idea of regular testicle examination and encourages young men to seek professional help.

Patrick Cox, Chief Executive at MCAC, said: "This is without doubt the boldest and most daring testicular cancer awareness video I have ever seen!  We are the bold and daring charity and we are hugely proud of this important film. Our aim is to educate young men about the need to check themselves for testicular cancer, a subject treated with a degree of awkwardness. By using our brand ambassador Rhian Sugden to dramatic effect we hope to cut-through the usual cancer messages that young men face."