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.
And the result is both disgusting and stunning. Created by Arthur London and shot by Rankin, the campaign mimics fashion shoots and ‘sex sells’ concepts combining them with food in an unusually extreme way. All the captivating imagery strongly underlines the main message of the campaign, ‘Are you making yourself attractive to cancer?’, and the entire campaign 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.
Nick Whillis, partner at Arthur London, comments: “Our idea needed to challenge the entrenched belief that cancer ‘gets you’ not that you can ’cause it’. 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.”
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”
