This breast cancer awareness campaign from Rethink is flying around the internet. (There are 61 blogs linking to it from Technorati. After this post there will be 62.) It features a cute, young, naked, blonde woman. There’s nothing really new or innovative about that: I’m sure if you tried hard enough you could find a few similar pictures online.
What’s different here is the content and the attitude. Interactive embedded video walks you through the steps of a breast self-examination in a pleasant, matter-of-fact tone. The model appears to be a bit self-conscious, but who wouldn’t be? What’s shocking is how normal it feels (although I have to admit I blushed a few times looked over my shoulder to see if anyone was watching). I can’t say if this is truly aimed at women or designed more for men but who cares? If it make anyone more aware of early detection then the site has done its job.
In their own words: Rethink Breast Cancer is a bold and enterprising charity that’s thinking differently about how to beat breast cancer. Rethink is using creative and unconventional ways to communicate about breast cancer in order to transform attitudes, debunk myths and reach women and men who feel unaffected by the breast cancer cause. For example, Rethink is using modern modes of communication to reach today’s highly interactive, visual and media savvy generation. Rethink is tapping into the art, entertainment and fashion communities to reenergize the breast cancer movement and tackle the serious issues of breast cancer in a creative and strongly positive way. Rethink is grass-roots and community oriented as well as dynamic and entrepreneurial.