Campaign uses viral video for breast cancer awareness

Campaign uses viral video for breast cancer awareness

Ogilvy Group UK is launching a viral campaign for Cancer Research UK in conjunction with Breast Cancer Awareness Month. The "Breast Awareness Guy" campaign consists of a short viral film, which will be sent out via e-mail and seeded around the Internet. The film is also supported by e-mail and banner display advertising and directs women to the microsite www.breastawarenessguy.org, where they can learn about breast awareness, Cancer Research UK, and how to make a donation. The campaign uses a male model to attract women's attention.