'Your Man' breast cancer video gets million hits
Canadian self-exam campaign goes viral
A Canadian breast cancer awareness campaign that uses a video of topless, attractive men to encourage women to conduct regular breast self-exams has triggered more than a million online views in less than four weeks.
Designed by the Toronto advertising agency john st. for the charity Rethink Breast Cancer, the campaign features a downloadable mobile app called the Your Man Reminder.
Women choose from one of six male actors who will send them automated messages reminding them to conduct breast self exams, which are key to early breast cancer detection.
Those who sign up for the app can share the reminder messages on social networking websites.
The video, in which buff, shirtless men demonstrate how to conduct a breast self-exam, promotes the app. The free Your Man Reminder app has more than 38,000 downloads.
"For a health app, that’s pretty amazing," said Alison Gordon, vice-president of marketing for Rethink Breast Cancer, a charity focused on raising breast cancer awareness, particularly among young women.
Gordon said the campaign is intended to use sex and humour — as opposed to doom and gloom messaging — to promote breast cancer awareness.
"We’re trying to break through all this clutter that is out there for young women and say ‘hey, this is funny and fun but really you should be breast aware and show your breasts some TLC, which is touch, look and check," she said. "We’re thinking differently about how to beat breast cancer."
Gordon said there’s been an "incredible" response to the video. "We’re getting news reports on it from all over the world," she said.
This isn’t the first time Rethink Breast Cancer has taken an edgy approach to raising awareness about a disease kills more than 5,000 Canadian women each year.
Their Save the Boobs video, which featured a young woman in a bikini, also went viral and was featured on U.S. television shows including The View, The Tonight Show with Jay Leno and Good Morning America.