Robbie Williams' Debut Commercial Raises Awareness of Testicular Cancer

July 8, 1999

The Institute of Cancer Research is launching its first commercial - featuring pop sensation Robbie Williams in his debut TV advertisement - for the everyman campaign to raise awareness of testicular cancer.

Fitting in with his first American tour in May and the MTV Movie Awards where he sang his hit "Millennium", Robbie gamely paraded around Paradise Cove in Malibu, with false breasts for a half-day shoot to help support the everyman campaign. He donated his services and time to the charity.

"Testicular cancer is affecting an increasing number of young men and it can kill. There is no point in being subtle about this disease just because the subject matter is literally below the belt. We have to raise awareness and do it in a way which is relevant to men of my age," said Robbie.

"I am very happy to support the everyman campaign and the work it is doing to increase awareness and raise money for improved research. But men must also take responsibility themselves. So don't take your balls for granted lads," he added.

Suddenly, an odd-looking pair of naked breasts comes into view - they're false. As the camera pulls back, the breasts are strapped onto Robbie Williams who points at the camera: "Hey you know, if you men paid more attention to these (grabbing his crotch) instead of these (pointing to the false breasts) then maybe fewer of us would be dying of testicular cancer. So go and check 'em out."

The 50-second commercial features a free-phone telephone line to the everyman campaign, 0800 7 31 94 68, for further information.

Professor Colin Cooper of the everyman campaign commented:

"As one of the most famous faces in pop music Robbie is the ideal role model to front a campaign about testicular cancer which affects young men primarily aged between 20 and 35. His involvement will give a major boost to everyman.

"We face many obstacles in trying to raise awareness of testicular cancer: embarrassment, indifference, fear, a reluctance to talk about the disease, and in some cases, dangerous delays in seeking prompt medical attention for a potential problem.

"Robbie's involvement with everyman will enable us to alert many more men, and women, to the issues surrounding testicular cancer."

Testicular cancer has up to a 96 per cent cure rate if caught and treated early. However cases are doubling in Britain every 20 years and the causes are still unknown.

The commercial was donated to The Institute of Cancer Research by Bartle Bogle Hegarty (BBH), one of the world's leading advertising agencies. Financial support was provided by FHM and Air Miles. BBH also designed a press advertising campaign which was launched at the start of June 1999, everyman male cancer awareness month.

Launched in September 1997, the everyman campaign aims to increase awareness of testicular and prostate cancer (which kills 11,000 men in Britain every year) and raise £6 million towards the building of the UK's first dedicated male cancer research centre.

For details of the everyman campaign and a leaflet about testicular cancer, contact The Institute of Cancer Research on 0800 731 9468 or visit the everyman website at www.icr.ac.uk/everyman.

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