Cancer Research UK's New Video Puts a Fun Twist on Being Breast Aware

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Introducing Tommy, the breast awareness guy.

Through this video we hope to remind as many women as possible of the importance of being breast aware and to encourage them to donate to the charity to help ongoing research into the disease.

Cancer Research UK is today releasing a viral video aimed at educating women on how to be breast aware. The comedic video features a woman explaining how best to check breasts, the twist being that her assistant is a beautiful and obliging male model.

The video features Tommy, the "Breast Awareness Guy" and will precede Cancer Research UK's fundraising and awareness activities for Breast Cancer Awareness Month, which starts on 1st October. Cancer Research UK hopes that Tommy will help get across an important message by capturing people's attention in a fun and memorable way.

Sarah Pickersgill, fundraising manager at Cancer Research UK, said: "Every day a staggering 120 women are diagnosed with breast cancer. Although the number of cases of breast cancer has increased, more women are now surviving the disease, thanks to better treatment and earlier detection.

"Through this video we hope to remind as many women as possible of the importance of being breast aware and to encourage them to donate to the charity to help ongoing research into the disease."

The "Breast Awareness Guy" video can be watched here at http://www.breastawarenessguy.org.

As breast cancer is still the most common cancer in the UK, the work done by Cancer Research UK is vital. The charity is the largest single funder of breast cancer research in the UK, spending around £45 million on groundbreaking work into the disease last year. Teams of researchers across the UK are dedicated to improving our understanding of the causes of breast cancer and investigating new ways to prevent, diagnose and treat the disease. They are also helping to improve the quality of life for women living with breast cancer.

You can support Cancer Research UK's life-saving work by making a donation at http://www.breastawarenessguy.org, where you can also download a digital calendar featuring Tommy.

Editorial information
The "Breast Awareness Guy" video, images and further information are available on request. Please contact Natasha Ighodaro or Zaireen Iskandar On 0845 408 2031 or email natasha.ighodaro @ immediatefuture.co.uk / zaireen.iskandar @ immediatefuture.co.uk

For more information about Cancer Research UK's breast cancer awareness campaign, please contact Kim Edwards in the Cancer Research UK press office on 020 7061 8320 / kim.edwards@cancer.org.uk, or the out of hours duty press officer on 07050 264 059.

Notes to the editor:

What changes to look for:

  •     Changes in the size, shape or feel of your breasts
  •     A new lump or thickening in one breast or armpit
  •     Any puckering, dimpling or redness of the skin
  •     Changes in the position of the nipple, a rash or nipple discharge
  •     Pain or discomfort that is new to you and felt only on one side

A significant history of breast cancer in the family includes the disease affecting a close relative before the age of 50, or if two or more close relatives on the same side of the family have been affected. If appropriate your doctor will refer you to a breast care unit or genetics clinic.
Women's risk of breast cancer
By age 25    1 in 15,000
30    1 in 1,900
40    1 in 200
50    1 in 50
60    1 in 23
70    1 in 15
80    1 in 11
85    1 in 10
over a lifetime    1 in 9

About Cancer Research UK

  •     Together with its partners and supporters, Cancer Research UK's vision is to beat cancer.
  •     Cancer Research UK carries out world-class research to improve understanding of the disease and find out how to prevent, diagnose and treat different kinds of cancer.
  •     Cancer Research UK ensures that its findings are used to improve the lives of all cancer patients.
  •     Cancer Research UK helps people to understand cancer, the progress that is being made and the choices each person can make.
  •     Cancer Research UK works in partnership with others to achieve the greatest impact in the global fight against cancer.

For further information about Cancer Research UK's work or to find out how to support the charity, please call 020 7121 6699 or visit http://www.cancerresearchuk.org.uk.

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Zaireen Iskandar
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