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.
Created by Arthur London and shot by Rankin, the campaign takes classic cues of a fashion shoot – the beautiful person, the lighting, the clothes – but they are eating something unusual in an extreme way.
The campaign concept ‘Are you making yourself attractive to cancer?’ 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.
Launched on May 24th, the campaign runs across social media, out of home and press in UK. Media is through John Ayling & Associates.
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.
Partner Arthur London
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 realize 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
We are hugely excited about this campaign and what it could achieve. Around 1 in 6 deaths annually worldwide are due to cancer. However, we face the issue that the public are tired of hearing what often seem to them contradictory health messages and there is a risk that people are no longer listening.
Our cancer prevention recommendations, when followed together, provide the most reliable blueprint available to reduce people’s risk of developing cancer. We are committed to giving people the most up-to-date, scientific and authoritative information about the links between diet, weight, physical activity and cancer, which is why we hope this campaign highlights our aim that no one should die from a preventable cancer.
Director of Communications & Marketing, WCRF UK
World Cancer Research Fund is a leading authority on the links between cancer prevention and survival and diet, weight and physical activity. By funding and supporting research, developing policy guidance and providing health information, we ensure that people can make informed lifestyle choices to reduce their risk of developing a preventable cancer. Our scientific research ensures that we will continue to have the latest and most authoritative information at our fingertips, all underpinned by independent expert advice.
Rankin is a British photographer, publisher and film director. With a portfolio ranging from portraiture to documentary, he has shot The Rolling Stones, David Bowie, Kate Moss, Kendall Jenner and The Queen to name only a few. Rankin co-founded the seminal magazine Dazed & Confused with Jefferson Hack in 1992, and has since published the likes of AnOther and AnOther Man, alongside over 40 books and the biannual fashion, culture and lifestyle print and digital platform, Hunger.
His photography has been published everywhere from his own publications to Elle, Vogue, Esquire, GQ, Rolling Stone, and Wonderland, and exhibited in galleries around the world, including MoMA, New York, and the Victoria & Albert Museum.
As a director, through the eponymous Rankin Film, he has created campaigns for the likes of Nike, L’Oreal, Dove, Pantene, Diageo, Women’s Aid, Comic Relief and Oxfam, alongside music videos for, amongst others, Miley Cyrus, Rita Ora and Kelis. Fearless behind the lens, Rankin’s visuals have become engrained in contemporary iconography.
Creative Agency: Arthur London
- Executive Creative Directors: Lyndsay McMorrow & Andy Kelleher
- Creative Directors: Neil Bazell & David Fitzduff
- Planner: Nick Whillis
- Account Team: Alice Egan, Jan Rane
- Photographer – Rankin
- Executive Producer – Katherine Pitman
- Producer – Christine Wright
- Assistant Producer – Cassie Robinson
- Makeup Artist – Marco Antonio
- Hair Stylist – Nick Irwin
- Hair Assistant – Marco Iafrate
- Stylist – Ellie Witt
- Stylist Assistant – Holly Chapman
- Tuuli Shipster
- Kate Goombridge
- Olga Polienko