With a wink, bare-chested babe Anthony flexes his pecs and tells viewers, “You can do this anywhere: on a bed, in the mirror, or even in the shower.”

50 Shades of Grey on YouTube? With 2.5 million views and counting you might think so, but it’s actually part of a campaign by Rethink to raise awareness of breast cancer. Your Man Reminder app is a regular prompt from a hot guy of your choice (really – you choose the guy) to look out for early warning signs: “Give your breasts some TLC,” purrs Anthony. By which he means touch, look, and check.

It’s silly and fun – something we would never have associated with frightening checks for breast cancer – and with over 70,000 downloads already, it has surely gone a long way to raising awareness (and eyebrows).

Once you’ve watched the video (a couple of times, at least), think about the feelings people usually associate with your category. What would your app look like if you swapped those feelings for something completely different?