Nothing catches public attention like sex. Many groups are braving criticism and using it to promote cancer self- exams. Sacha Molitorisz in the Sydney Morning Herald:
“In Britain, a campaign for testicular cancer uses a black-and-white YouTube clip starring model Rhian Sugden dressed only in lingerie. ”Now do you wanna see me touch myself?” Sugden asks. ”You’re gonna like this.”
Running her hands down her body, she reaches into her knickers and pulls out a scrotum. Then she shows the best way to check for lumps. It is, frankly, a ballsy ad.
”We had 1.3 million views in just over three weeks,” says Patrick Cox, chief executive of Male Cancer Awareness Campaign. ”And no negative comments, which is amazing.”