Father and Son Have a Different Kind of Talk in Prostate Cancer UK Spot
BBH London & Outsider encourage dads to take action to prevent prostate cancer for Father's Day
By 2030, prostate cancer is set to become the most common cancer overall in the UK. As part of their “Ten Years to Tame” strategy, Prostate Cancer UK needed to hit ambitious fundraising and awareness targets in a highly competitive charity landscape.
This challenge is further amplified by the lack of conversation and understanding of prostate cancer. While prostate cancer affects as many men as breast cancer does women, it receives a fraction of the donations and share of conversation.
Prostate cancer isn’t part of 45 year old blokes' conversations, so BBH London needed to find an insightful and ownable way to get into those pub chats. But fear mongering will only make them suppress and ignore the message. The agency needed to use an entertaining language to deliver a serious message.
The agency took the classic father/son chat and subverted it: From being about the coming of age of a young man as he approaches sexual readiness to being about the coming of age of a middle aged man as he faces sexual (and overall) mortality. Flipping the father/son roles gives the humour and pathos needed to encourage men to take action.
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Prostate Cancer - Coming of Age
Business Director: Holly Ripper
Post Production / VFX
Post Production Company: Finish
Producer: Charles Gillett
Colourist: Paul Harrison
Flame: David Clifton
Creative Agency: BBH London
Strategist: Gail Anderson
Strategy Director: Idelson
Account Management: Selina Strasburger
Producers: Michelle Kendrick
Assistant Producer: Angus Lees
Creatives: Sara Sutherland, Ash Hamilton
Production Company: Outsider
Director: James Rouse
Executive Producer: Benji Howell
DOP: Richard Mott
Sound Design: Factory
Sound Engineer: Jon Clarke/Tom Joyce
Edit Company: Work
Editor: Bill Smedley
Edit Assistant: Ellie McNaughtan
Categories: Corporate, Social and PSAs, HealthBBH London, Mon, 20 Jun 2016 10:21:51 GMT