JWT London and Rankin teamed up to work pro bono on this bold viral spot for the charity Male Cancer Awareness Campaign (MCAC). The YouTube film features glamour model, Rhian Sugden, in a sexually provocative pose designed to grab the attention of a young male audience and encourage them to examine themselves for signs of testicular cancer. Suggestively entitled 'Rhian Touches herself', it takes an expected turn when its star reaches for her crotch.
The film will be hosted on the website www.touchingmyself.org as well as the charity's YouTube channel, driving viewers to MCAC's website. It will also be supported by an ambient teaser campaign throughout London. Rubber Republic handles online seeding.