It’s quite simple to make the Cheeky Check-Up part of your daily routine, no matter how busy you are. You don’t need to be an expert or know a special technique. There’s no right or wrong way - you can check your breasts wherever and whenever works for you. You could even give them a Cheeky Check-Up right now!

"It really is as simple as getting to know the normal look and feel of your breasts as part of everyday life and reporting any unusual changes to your doctor". Dr Helen Zorbas. Chief Executive Officer, National Breast and Ovarian Cancer Centre.

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The campaign has been developed to provide men with clear advice on prostate cancer risk by encouraging men to discuss their individual risk and testing options with their doctor.

The movement transforms the range of emotions that cancer can cause into a powerful collective resolve to fight the disease. The campaign was promoted using traditional media and social media.

The winning internet video, “Fight”, shows unrehearsed, emotional testimonials from real Canadians whose lives have been touched by cancer. “This short film gives us a glimpse at the harrowing experiences that cancer patients and their families face, but also shows their courageous and inspirational responses” says Canadian Cancer Society president and CEO Peter Goodhand.