Friday 3 June 2005
Rachel follows Robbie Williams’ 1999 debut to launch Everyman’s Male Cancer Awareness advertisement
Rachel Stevens is following in the footsteps of Robbie Williams by taking men’s health into her hands with a cheeky new Everyman advertisement aimed at making men sit-up and take notice of the warning signs of testicular cancer. The pro-bono ad, created by Delaney Lund Knox Warren & Partners is being released to mark Everyman Male Cancer Awareness Month which runs throughout June.
In 1999, as the first ever face of Everyman, Robbie’s performance created a huge impact when he sported a pair of false breasts and asked men to spend as much time concentrating on their health as they did looking at women. In 2005, Rachel’s alluring invitation asks men to put their hands down their trousers as she explains exactly what they should be looking for and the best way to check themselves.
The tongue-in-cheek humour is combined with a serious health message about testicular cancer which is the most common cancer to affect men aged 15 to 45 years old. The incidence of the disease has risen dramatically in the past 20 years and there are now around 2,000 new cases diagnosed every year. Early diagnosis is crucial – if testicular cancer is caught early enough it has a 99% cure rate so stressing the importance of regular checking for worrying signs can be life-saving.
Rachel says: ‘Sometimes men need a little encouragement to think about their health. The Everyman ad is a fun way of raising awareness of a serious subject and will hopefully help to get the message across to men about testicular cancer and give them something to think about. I’m delighted to be able to help.’
Philip Black from Everyman said: ‘Rachel is consistently voted as every man’s dream girl so she is perfect for the Everyman advert and the audience of young men aged 15-45 that we want to reach. We’re sure with her fun and sexy style that Rachel will get men to listen and learn. Everyone who has worked on this ad has given their time completely free to help Everyman, a commitment which we appreciate enormously. Thanks to them, we hope many more young men will spot the signs of testicular cancer early and get successful treatment.’
The advertisement which runs with a teaser print ad will be promoted through a viral email marketing campaign linking to the website – www.rachelgetsfruity.com
The ad has been created by Delaney Lund Knox Warren & Partners working with the production company Hotspur and Argyle, music by The Vanden Plas. Still photography is by Harry Borden. The ad was filmed at MyHotel in Bloomsbury.
This is the 8th Everyman male cancer awareness month which seeks to raise awareness of and funds for further research into testicular and prostate cancers.
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For more information, or to arrange interviews, please contact:
Victoria Rae or Emma Hayes at the Everyman Campaign
020 7153 5380 or [email protected]
Carla Williams for Rachel Stevens and 19 Entertainment Ltd
020 7801 1994 or [email protected]
Notes to Editors
- To view the advert log onto www.rachelgetsfruity.com
- To find out more about Everyman and ways in which you can help raise funds for male cancer research or for further information on this disease please contact Everyman on 0800 7319468 or logon at the Everyman website
- The Everyman Centre, at The Institute of Cancer Research, is Europe’s first and only dedicated male cancer research centre. Everyman must raise £1.5 million each year to support the vital research into male cancer conducted at the centre.
- Everyman is a campaign run by The Institute of Cancer Research. The Institute of Cancer Research is Europe’s leading cancer research centre, with world leading scientists working on cutting edge projects. It was founded in 1909 to carry out research into the causes of cancer and to develop new strategies for its prevention, diagnosis and treatment. Website at: www.icr.ac.uk
- Delaney Lund Knox Warren & Partners is one of the UK's leading full service advertising agencies, achieving 30% growth per annum since it was established in 2000. In 2005, DLKW was acquired by Creston Plc, a marketing services group. As an agency DLKW has gained a reputation for producing some of the most effective campaigns in the market for Halifax, Vauxhall, Burger King and Batchelors, as well as our extensive work for COI Communications. For more information on who we are and who we work with please refer to our website, www.dlkw.co.uk, or call Polly MacLehose 020 7438 4052.
- The film and advertising production company Hotspur and Argyle was set up in 2002 by film director Theo Delaney and producer Danny Fleet. Theo Delaney, who directed the Rachel Stevens spot, is among Britain’s leading commercials directors. He has made commercials all over the world earning a reputation for versatility but is probably best known for his performance and humour led work.
- Harry Borden has created a unique visual style enabling him to become one of the foremost British portrait photographers working today. The National Portrait Galleries of Britain and Australia have examples of Harry's work in their permanent collections. Harry's profile grew throughout the 90s and his work started to appear with increasing regularity in the world's leading publications. Among the International magazines that have since featured Harry's work are: The Observer, The Sunday Times, Harpers & Queen, Vogue, Arena, GQ, Fast Company, The New York Times & The New Yorker.
- The Vanden Plas - Craftsmen of luxurious electronica, The Vanden Plas debut release "Santa Margherita" was a Pete Tong Essential New Tune in July 2003, and an Ibizian anthem. It has been followed up be remixes for Martina Topley-Bird, The Crimea and the recent top ten record "Out Of Touch" by Uniting Nations. Richard Reynolds of The Vanden Plas has written and recorded the music especially for "Rachel Gets Fruity" and the Everyman campaign. For more information contact [email protected].
Please note:
Unfortunately the press office are unable to answer queries from the general public. For general cancer information please refer to The Institute's cancer information page.