The Global Cancer Research Fund has collaborated with communications agency Arthur London to launch a cancer awareness campaign inspired by photos and fashion magazine covers. It aims to raise public awareness of the relationship between diet, cigarettes, alcohol, and the risk of cancer.
The campaign introduces the new Cancer Heath Check, a practical and insightful test that gives you personalized recommendations on how to reduce your risk of cancer based on your lifestyle.
The "models" in the ads eat foods that increase the risk of cancer, such as cold cuts, fast food, and red meat. They then end up getting dirty with food and drink which then gets all over their clothes. Perhaps this should be interpreted as a way of representing the effects of cancer and its proliferation.
For the people behind this idea, the aim of the campaign was to challenge the common idea that cancer "falls on us" and replace it with the idea that it is the consumer who causes it more or less, depending on their lifestyle.
Hopefully, through this message, the public will become more aware that if they don't take care of their diet, they will "flirt" with illness.
