World Cancer Research Fund has joined forces with renowned photographer and director Rankin to create a series of images and short films to launch a new Cancer Health Check – a 5 minute ‘test’ to make people aware that diet and cancer risk are linked.
Created by Arthur London and shot by Rankin, the campaign takes classic cues of a fashion shoot – the beautiful person, the lighting, the clothes – but they are eating something unusual in an extreme way. The images are shot in a high fashion style, and juxtaposes fashion models ‘flirting’ with the types of food and drink that increase cancer risk.
The campaign concept ‘Are you making yourself attractive to cancer?’ challenges the entrenched belief that cancer “gets you” not that you can “cause it”, dispelling the common myth that cancer risk is unavoidable when in fact it is directly linked to lifestyle and what you consume. We are so proud of the work and thrilled that Rankin chose to photograph this for us. He not only understood the creative idea but truly believed in the messaging behind it – if you do not follow the recommendations, you could be flirting with the disease.”
Nick Whillis, Partner at Arthur said:- “As a nation we are generally aware of the link between diet and health conditions such as Heart Disease or Diabetes; yet we don’t so readily make the relationship between diet and Cancer. This campaign sets-out to be attention grabbing to intrigue people to take the diet test. We’re proud to be working with WCRF and immensely proud of the work.”
The national campaign runs from 24th May across social media, out of home and press.