Tyla's creatives launch Play-Doh-based video to help women check their breasts

The video was created by LADbible's internal creative agency Joyride and uses using Play-Doh models to demonstrate how to properly check breasts for signs of cancer, and understand its signs and symptoms.

According to LADBible, half of all women don't regularly check their breasts, and so it's hoped that Tyla, which has a monthly Facebook post reach figure of 56 million, will help spread the message of its importance.

Asda and its charity partners Breast Cancer Now and CoppaFeel! teamed up with Tyla on the campaign creation, centred on the Facebook-based video tutorial to help educate and encourage people all over the world to check their breasts regularly.

The video was created by Dr Jessica (an actual doctor, of course), who recently went viral on LADbible and Tyla when she published a visual demonstration using Play-Doh to show how a caesarean section is performed, with the aim of helping her son understand the procedure. The piece garnered more than 11.5 million views.

"We hope that this impactful video will help thousands of people to understand the signs and symptoms of breast cancer," says Manveet Basra, head of public health and wellbeing at Breast Cancer Now. "Most breast changes won't be cancer; however, it's important to get any new or unusual breast changes checked by a GP, as the earlier breast cancer is diagnosed the better chance of successful treatment so the importance of regular breast checking cannot be underestimated."

Anyone looking for more information about the signs and symptoms of breast cancer can talk to Breast Cancer Now's expert nurses by calling its free Helpline on 0808 800 6000 or by visiting its website at breastcancernow.org.