Too often, we're so consumed and distracted, like this guy with his cell phone, to see the things happening right in front of us. Unfortunately, that can sometime have deadly consequences. That's the powerful message Cancer Research UK and AMV BBDO, London drive home in their new PSA with the ominous title, "Lump."
In the video, people go about their daily lives — shopping and chatting on their cell phones — failing to notice that there is a massive lump growing in the middle of the road. It starts small, like a minor speed bump, but quickly develops into a large problem. Soon, pedestrians have to walk completely around the bump to avoid it. Even then, only one guy gives the lump a passing glance before continuing on his way.
"It's easy to ignore something, especially when we're busy," says the voice over and on-screen copy. "But spotting cancer could save your life. If you notice something unusual, Cancer Research UK are here to help."
Screening increases the chances of detecting certain cancers early — when they are most likely to be curable — and significantly increases chances of a successful recovery. One of the easiest detection methods you can do is a self-exam. However, if you find a lump (or any change), it is best to see your health care provider. This could literally save your life.
Please SHARE this important life-saving message with everyone you know.
