120 women are diagnosed with breast cancer every day in the UK. One of the biggest problems is that people don't check themselves regularly - early diagnosis greatly increases your chances of being cured.
So Cancer Research have launched a new campaign to encourage women to touch themselves more, using a male stand in.
I think they missed a trick here.
If you want to increase manual mammograms you need only to tap into existing behaviour - hinted at in the video - by encouraging men to perform the checks.
Sarah Silverman explains:
But adding in a little humour to sweeten a serious message is usually a good idea if you want people to pay attention and not cognitively disengage out of fear.