Our theory was that if a woman’s partner is aware of the issue and pesters them, 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 sex line.

We then loaded the film on Vimeo, emailed it to our database of 50,000 male students and blogged and tweeted it for a week.

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 save lives.