Felt By Millions (Touch Yourself)
Why Self chec’s Love Yourself First campaign now
How do we get peoples’ heads out of the sand? How do we get them to be pro-active about their health? We’ve tried pleading and reasoning with people. But what we’ve found is, it’s hard to get someone to overcome their fear of a new idea, even if it could save their life.
Self chec’s advertising campaign was created to shock the public into action. Some people will get it right away. Others will see it as another gratuitous, indecent ad. But, it’s not. It’s a way of teaching the public about what they need to do to keep healthy from cancers and other chronic diseases. If you think about it, what’s really indecent, is that over 1 million Americans die each year from cancers, heart disease, diabetes and obesity. And what’s more, these chronic diseases are often preventable, treatable and curable.
the wrong healthcare battle,
said American Public Health
Assoc. executive director
Georges C. Benjamin.
Although there is a wealth of
evidence supporting the value
of prevention as a way to save
lives and money, the majority
of every healthcare dollar goes
towards treating illness.
Essentially, health reform
should include a strong focus
on prevention. Behaviors, such
as smoking and obesity, are
limiting our nation’s ability to
make progress and costing
billions in unnecessary,
preventable healthcare costs.
Preventable Diseases Costing U.S.
Billions, United Health Foundation, the
American Public Health Association &
Partnership for Prevention 11/20/09
On a more personal note, you only have to hear the words “you have cancer” to know the meaning of fear. I was just diagnosed with a second stage skin cancer that was, fortunately, early detected and treated. Thank goodness I do my self-checks, is all I can remember thinking.
Come on, if the pope can talk about the use of condoms to prevent AIDS, we can surely talk about breasts and penises to help prevent cancer and other chronic diseases.
The idea behind Arnold Worldwide’s campaign — in their own words
The idea of this campaign is simple and powerful: use arresting visuals and a tongue-in-cheek tone to raise awareness about self-check exams. Images of models, especially provocative ones, have instant stopping power and buzz building potential.
Our hope is that this campaign will be felt by millions, and those millions of people, in turn, start feeling themselves.
Campaign Photos: Guido Vitti