In a new, fiercely bold campaign by JWT London for the charity Male Cancer Awareness Campaign (MCAC), lingerie model and page three girl Rhian Sugden delivers a raunchy on-film performance that is both provocative and serious.

Built upon the premise of touching herself, Sugden plays up her sexy glamour for the camera with the ad providing a twist quirky enough for even the most hardened viewer. This of course is the aim of the campaign which has one of the toughest demographics on the market – health awareness in men aged 18-35.

The viral film aims to educate young men and eliminate the embarrassment surrounding checking for early signs of testicular cancer. Directed by renowned director/photographer Rankin, both director and agency created the project pro bono.

Patrick Cox, Chief Executive at MCAC said it was without doubt the boldest and most daring testicular cancer awareness video he had ever seen.

"We are the bold and daring charity and we are hugely proud of this important film," he said. "Our aim is to educate young men about the need to check themselves for testicular cancer, a subject treated with a degree of awkwardness. By using our brand ambassador Rhian Sugden to dramatic effect we hope to cut-through the usual cancer messages that young men face."

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