World Cancer Research Fund
Attractive to Cancer
Our task was to create a high impact campaign that challenged the entrenched belief that cancer attacks randomly when, in fact, research suggests it is often directly linked to diet and lifestyle.
But how to break through the noise with a message that most people would rather not hear, let alone face up to?
A series of striking images and short films were created by Arthur and shot by renowned photographer Rankin, to launch the new Cancer Health Check from WCRF - a 5 Minute Diet Test, to make people aware that diet and cancer risk are linked.
Taking the classic cues of a fashion shoot - the beautiful model, the lighting and the clothes – the campaign lures you in as the models flirt with the camera, but delivers a sucker punch with the line ‘Are you making yourself attractive to cancer?’
Results to date have been outstanding with over 10,000 tests taken in the first few days. Its creative impact has also led to it being picked up by fashion and news titles worldwide.