Cancer Research UK created a clever public service announcement to show how people ignore potentially cancerous lumps on their bodies. The group hired creative effects company Artem to design and build the lumps, which they managed in just three weeks.  

The video shows people on a busy street walking around and ignoring a lump as it grows in the sidewalk. At the end, we see the text, "It's easy to ignore something, especially when we're busy. But spotting cancer sooner could save your life."

Artem's portfolio chronicles the company's creativity and diverse work. After 12 days, the YouTube video shows about 90,500 views.

Discussion Starters: 

• How would you measure the success of this campaign? What metrics would be appropriate? Consider the costs as well as the benefits. 
• What's your view of the PSA? In what ways do you find it effective and ineffective?