World Cancer Research Fund: Are you making yourself attractive to cancer? by Arthur London and Rankin

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.

Launching on May 24th, the national campaign runs across social media, out of home and press. Media is through John Ayling & Associates.

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”

Jane Heath, director of communications and marketing, WCRF UK comments: “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.”