Campaign Urges Self-Examinations

Pro Bono Effort Uses Provocative Images to Raise Awareness

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Taboo behavior�touching your privates�becomes an arresting message to raise awareness for Self Chec, a not-for-profit organization that aims to teach people to check themselves for signs of breast, skin and testicular cancers as well as chronic conditions such as diabetes and heart disease.

"Felt by Millions," which is running in New York, features outdoor ads with images of people performing self-examinations with the statement: "Love yourself first. Save lives. Start with yourself."

"The initial reaction was very positive," says Pete Favat, chief creative office at Arnold Worldwide, Boston, which handled the effort pro bono. "We have to get people talking about the brand. We don't treat all the brands as provocatively as this but, as a marketer, you have to figure out how to talk about the brand. Once people start talking, that means they are engaged."

Self Chec was founded in 1998 by Joan Peckolick, who made it a personal goal to educate people about prevention, screening and early detection.