Male Cancer Awareness Campaign: Rhian touches herself

Glamour model, Rhian Sugden, is fronting a bold new marketing campaign for the charity Male Cancer Awareness Campaign (MCAC) which sees her touch herself on camera with a dramatic twist. The educational viral film aims to eliminate the embarrassment surrounding young men - particularly 18-35 year olds - checking themselves and understanding the early signs for testicular cancer. It has been created by advertising agency JWT London and directed by world renowned photographer and director Rankin. Both JWT London and Rankin created the viral on a pro-bono basis.