It has long been recognised that there has never been a single, universally agreed way to categorise men. Naturally, we have the personality traits of alpha, beta, gamma, delta, sigma, and omega; the body types of ectomorph, mesomorph, endomorph; and even the relationship roles of boy, player, confused man, and good man.
Even so, there is still one thing that nearly all blokes have in common. While most women are on top of their health; too many fellas would rather do anything else in the world than talk about any issues they are facing, let alone visit their GP.
That is the challenge that has faced charity Prostate Cancer UK for decades yet is also one that its agency, VCCP, appears to be relishing.
Enter a new campaign, which is a continuation of the “It’s About Time” brand positioning. With a voiceover from actor David Tennant and a soundtrack by alt-J, the film is designed to deliver an urgent and emotional call to stand together and take action.
Directed by Nicole Pott through VCCP’s content creation studio Girl&Bear Studios, “The Unexpected Hero” follows 11-year-old Nikki on a breathless chase to shield her father from a threat he cannot see coming.
Through her, the campaign shows how loved ones and the community around each man have a vital role to play in putting prostate cancer in its place – from helping men know their risk and what they can do about it, to calling on the Government for systemic change, raising money to fund groundbreaking research, or standing with men through their prostate cancer “journey”.
Prostate cancer is the most common cancer in men; 1 in 8 men will get it, and if you are Black, your risk is double. Despite it being curable if found early, 12,000 dads, brothers, sons and mates die from the disease each year, and there is still no national screening programme.
Running across TV, radio and out of home, the campaign speaks directly to 45- to 60-year-old men – many of whom are reluctant to make a fuss, but are precisely the ones at risk. It also reaches out to their wider network: partners, friends, families and colleagues with the aim to help drive change.
It will air nationwide, with media planning and buying handled by MI Media and PR managed by Prostate Cancer UK.
Many involved in the creation of the film have been directly impacted or have had someone close to them affected by prostate cancer, including nurse Michael Lewis, who makes a cameo appearance in the film and has had successful treatment for the disease.
He said: “I consider myself lucky – my cancer was caught early, but for so many men it isn’t found until it’s harder to treat. Like this ad says, it’s about time more men knew about prostate cancer, and it’s about time we had an early detection programme. Prostate Cancer UK is a charity close to my heart, so I’m hugely excited to be a part of this ad. It’s so important to break the stigma of this disease, and by talking about it and being in the ad I hope I can help do that. We can put prostate cancer in its place and help save more men’s lives – lives like those of my friend, who wasn’t so lucky, but saved my life.”
The campaign follows last year’s “A Future Full of Good Things” which aimed to get more men a potentially lifesaving early diagnosis by encouraging them to use Prostate Cancer UK’s 30 second online risk checker.
Prostate Cancer UK director of communications Ali Day said: “Prostate cancer is the most commonly diagnosed cancer in England, yet awareness and urgency still lag behind. With ‘The Unexpected Hero’, we wanted to show that men are not alone – they’re supported by families, friends and communities.
“To get this message across most powerfully, we picked the person you’d least expect to be chasing prostate cancer, a young girl. She represents us all and her voice is our voice.
“This campaign is a powerful statement that we’re facing up to the growing challenge, but we can’t take it on alone. If we’re going to campaign for an early detection programme, fund lifesaving research and put prostate cancer in its place, we need more of us to stand together. So that no man has to face prostate cancer alone.”
VCCP executive creative director Jim Thornton added: “As a man of a certain age, I’m all too aware how prostate cancer creeps up on us blokes without any warning and kills 12,000 of us a year. But not everyone’s as aware.
“The team have brought this silent killer vividly to life to show how family and friends have a really important role to play in trying to keep their men safe.
“We all need to join Prostate Cancer UK and get righteously indignant about this colossal and unnecessary loss of life, and the loss of dads, uncles, grandads, brothers and cousins to their families.”
So, what is the consensus around the Decision Marketing office?
OK, we know we’ve said it many times before, but it is still worth repeating, the Dead Dads’ Club is not a great institution to be a member of. Of course, men can be annoying, many thrive on it, but can we really sit back and let this criminal waste of life continue?
Once again, VCCP gets it spot-on. And, maybe, just maybe, it will inspire all you blokes out there to actually get your arses in gear…
Decision Marketing Adometer: A “stop fumbling and start fingering” 10 out of 10
