CoppaFeel! is the breast cancer charity set-up by a 23 year-old cancer sufferer, Kris Hallenga.Our challenge in the launch year was to raise awareness that breast cancer doesn’t discriminate against age and get the message across to young women, fast.But with the volume of charity campaigns and 'cancer' messages in the market, we knew such a small budget would fail to get the cut-through we needed if we approached it in the traditional way.So, instead of targeting young women, we decided to break the mould and target their young male partners instead. Shocking them out of any potential complacency – "it would never happen to my girlfriend". Our theory was that if a young woman’s partner is aware of the issue and pesters them continually, we would potentially double the chance of getting young women to remember to keep checking their breasts for abnormalities.

But we knew for the men to take any notice, we had to do it in as provocative, disruptive and memorable way as possible. So, we hit the men right between the eyes (or legs), by 'hijacking' the BangBabes televised sex line. We then loaded the film on Vimeo, emailed it to our database of 50,000 male students and blogged and tweeted it constantly for a week.

Our creative execution was designed specifically to create the maximum amount of PR 'noise' for the minimum amount of investment.So we went straight for the 'jugular’ and hit young men right between the eyes (or legs), by 'hijacking' the BangBabes televised sex line.

Our spoof caller (X Factor voiceover guy Peter Dickson), asked the 'well-equipped' model provocative and leading questions about examining her breasts.We then loaded the film on Vimeo, emailed it to our database of 50,000 male students and blogged and tweeted it constantly for a week.

We supported the film offline by creating a boob hijack pack that allowed CoppaFeel!’s very own Boob-Team student volunteers the chance to hijack every single pair of boobs in the country.

The remarkable results show that around the world, not only men, but women too, found this viral content irresistible.The live hijack viral had over 300,000 viewers in its first week and was picked up on hundreds of blogs across the world. This saw a 75% increase in website visits compared to the rest of October.With the smallest of budgets (£10K) the campaign created over £1.5 million of media coverage in October (ROI 150/1). And over 2.5 million people heard about the CoppaFeel! message through the campaign (ROI 250/1).

But more importantly of course, it might have saved lives.