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 campaign concept ‘Are you making yourself attractive to cancer?’ is aimed at dispelling the common myth that cancer risk is unavoidable when in fact it is directly linked to lifestyle and what you consume.
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.
Launching on May 24th, the national campaign runs across social media, out of home and press. Media is through John Ayling & Associates.
Rankin comments: "In the last few years, people have been much more conscious of their diet and lifestyle – myself included. However there is a large majority who don’t realise the risk of their food habits. I chose to shoot this campaign as it is so important to find a way to tell people that what they consume affects their cancer risk, in a way that grabs their attention and provokes thought. World Cancer Research Fund UK’s (WCRF) campaign promoting a healthy lifestyle to prevent cancer, is so vital and extremely relevant today”
Vimeo: https://vimeo.com/271284360
Are you making yourself attractive to cancer? 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. : wcrf-uk.org/cancertool
Picture credits: Rankin/World Cancer Research Fund
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