Breast cancer may be deemed a "rich world" disease, but it still blights the lives of 1.6 million people every year, and kills 425,000 women annually across the globe. And those numbers are rising, not falling.

What to do? Enter Anthony – aka "Your Man" – with some handy pointers on how to detect early signs of the disease. To publicise a free how-to-do-it app from the charity Rethink Breast Cancer, he and his buddies have generously stripped down to their bare chests for women viewers, to demonstrate just how they should regularly check their own breasts, and spot anything out of the ordinary:

Is this just crass sexist stereotyping, dressed up as a health message? How would we feel if it were the other way round, with naked women doling out routine check-up instructions by feeling their breasts? And the film neglects other, less titillating ways women can reduce their risk of the disease. Anthony & co might be less persuasive when explaining how less wine, fewer burgers and more exercise might help tackle breast cancer too...

But it's not as if straight women have been singled out for special treatment. (Exhibit one: "Your body is a Wonderland. Your balls are a Playstation controller", to tackle testicular cancer). And this is a lethal disease which, despite billions invested in its treatment and cure, is still on the rise globally. The numbers are growing fastest in poorer countries, where there is limited access to early screening. A novel approach towards raising awareness? It can't hurt.