Men. We can’t live with them and we can’t live without them. From Alpha, Beta, and Gamma to Delta, Zeta, Omega and Sigma, we all recognise their different personality types but one thing they have in common is a fear of going to the doctor’s for a prostate cancer test.
While the disease is one of highest cancer risks for men – one man dies from prostate cancer every 45 minutes and it is forecast that there will be 500,000 new diagnoses in the next decade, it is treatable when found in time. But what puts people many off being tested is the myth that it can only be done through a finger up the bum.
Enter, quite literally it seems, a new ad campaign from Prost8 UK, a charity was formed in 2019 ostensibly to address the fact that far too many men are being overtreated for medium grade prostate cancer when there are world-leading minimally invasive treatments available in the NHS right now.
The charity argues that there are remarkable medical advances happening in prostate cancer right now and as a result thousands more men with the disease can live longer and have better lifestyle outcomes. Sadly, as things stand, these new minimally invasive treatment options, such as Focal Ablation, are just not being made available fast enough in the UK.
With this message front of mind, the charity has created a series of “eye-catching” posters, devised by agency TBWA\MCR, which show there is another way.
Shot by Sophie Harris-Taylor, who is renowned for her sensitive and intimate portrayals of family life and explorations of the body, at first sight they seemingly depict bums of all shapes, sizes and colours. But they actually show arms all shapes, sizes and colours to depict how the test can be done with a simple blood test.
TBWA\MCR executive creative director Lisa Nichols said: “We’re incredibly proud to work with Prost8 to bring this campaign to life. The message is something every man should know, and this work has the impact and humour to change lives.”
So, what is the consensus around the Decision Marketing office?
Well, we must admit, we fell for this hook, line and sinker. Oh how we winced as the posters emerged with seemingly more hairy arses than at the annual Print Week Awards.
But no, dear readers, it is not a bum campaign, this is a genius use of photography to highlight a very serious issue. Much like Prostate Cancer UK’s “Ode to Dads”, this work hits home. And if it gets even a few fellas to go for a blood test it will have done its job…
Decision Marketing Adometer: A “we’re right behind you” 10 out of 10
