Clever and funny go together like chocolate and peanut butter… but too often campaigns tend to work to hard to try and be both. The “Your Man Reminder” campaign by Rethink Breast Cancer comes across as a simple, well-executed campaign that fits into the clever and funny bucket – effortlessly.

According to their website, Rethink Breast Cancer is “the first-ever, Canadian breast cancer charity to bring bold, relevant awareness to the under-40 crowd.” While it may just be my opinion, it seems that the fight against breast cancer has turned in recent years from everyone coming together in all our pink glory to raise money and awareness, to a culture that shy’s away from everything pink – “it’s getting too much attention” they’d say.

That’s why we love so much the work done by Rethink & John St. The organization’s goal is to “foster a new generation of young and influential breast cancer supporters [and] infuse sass and style into the cause…” And true to form, they come out with the campaign that to date has almost 2 million hits on YouTube. So while some might say that breast cancer fundraising has had too much time in the spot light, we think this campaign is worth another look.