Ian O'Doherty: Only thing people are 'getting' from Cancer Society campaign is angry
To misquote an old BT commercial with Bob Hoskins from a few year ago - it's good to shock.
That might not be the best rule of thumb for how you conduct yourself on a day-to-day basis. But when it comes to advertising, the shock factor is always the X factor.
That the current Irish Cancer Society (ICS) campaign, #IWantToGetCancer, is shocking is not in doubt.