A landmark advertising screen owned by Samsung in London's West End is showing a charity campaign for the first time.
The electronics company is using its 60-inch outdoor screen on on Piccadilly Circus to promote its European breast cancer awareness campaign, Everybody's Doing It.
Rolling footage of a minute-long viral, which features eight British Breakthrough Breast Cancer supporters telling their stories, will appear every nine minutes until 17 October.
It is the first time the company has used the moving spot for a non-product campaign in the 15 years the company has owned the space.
The viral urges women to visit a website created by Samsung to help fight breast cancer.
Ines Van Gennip, head of corporate social responsibility at Samsung Electronics Europe, said it was important that global brands such as Samsung used their influence "to give women who advocate breast cancer awareness an even louder voice".
Samsung hopes to make 400,000 women across Europe more aware about checking their breasts. The viral is also getting coverage through social networking sites and on video-sharing website YouTube.
Everybody's Doing It will end with the Samsung European Breast Cancer Awareness Day on 15 October and a party at Westfield London shopping centre.