Prostate Most cancers UK and VCCP have launched an built-in marketing campaign that targets males at larger danger of prostate most cancers with a light-hearted but poignant message.
The marketing campaign goals to encourage males to make use of Prostate Most cancers UK’s On-line Threat Checker, serving to extra males obtain lifesaving early diagnoses.
A Future Stuffed with Good Issues
‘1 in 8 males will get prostate most cancers, and for Black males their danger is double. However the earlier you discover prostate most cancers, the simpler it’s to deal with, and an earlier prognosis may save your life.’
The inventive platform, ‘A future full of excellent issues,’ emphasises the optimistic future that awaits males and their family members in the event that they examine their prostate most cancers danger and take acceptable motion. This initiative is a part of Prostate Most cancers UK’s marketing campaign, ‘Discover it Earlier’.
This marketing campaign is totally different from conventional most cancers consciousness efforts. As an alternative of specializing in the risks of not understanding your danger, it goals to encourage males with a optimistic imaginative and prescient of the long run they wish to be round to see.
This technique permits for a humorous take, which runs by the marketing campaign, to open up the dialog and lighten a severe concern for a lot of.
‘Layla’ and ‘BBQ’
Two movies lead the marketing campaign: ‘Layla’ and ‘BBQ’, displaying a glimpse of what’s nonetheless to return in every man’s future.
In ‘Layla’ a person meets his granddaughter-to-be who guarantees him the possibility to get to know her if he takes care of himself.
In the meantime, ‘BBQ’ reveals that the dream grill and the way forward for summer time household BBQs await a person on his sixtieth birthday.
Early Prognosis Drive for Prostate Most cancers
Each movies additionally work to interrupt down boundaries that traditionally stopped males from checking their danger of prostate most cancers. ‘Layla’ and ‘BBQ’ each overtly problem the concern for a lot of males {that a} take a look at for prostate most cancers should imply a finger up the bum.
For each movies, VCCP’s world content material creation studio Lady&Bear labored with multi-award-winning director Gary Freedman and MJZ. Gary is finest recognized for introducing Queen Elizabeth II and Paddington and for introducing O2’s mascot Bubl with VCCP – he was chosen particularly to convey to life the barbeque and the speaking child, which was achieved by advances in AI.
On prime of that, the movies additionally function the voice expertise of Ralph Ineson because the barbeque, BAFTA-winning High Boy star Jasmine Jobson as Layla and Hugh Dennis because the model voice.
Revolutionary Built-in Marketing campaign
The marketing campaign will run throughout the UK – with TV, social and PR working to achieve males in danger all through the nation.
The marketing campaign launches on twenty fifth Might with the movie aired in the course of the FA Cup Last and will run throughout TV, BVOD, Linear Radio, Digital Audio and Social till thirtieth June, with one other prime TV spot within the opening recreation of Euro 2024 between Scotland and Germany on fifteenth June.
The marketing campaign runs all through Males’s Well being Week and on Father’s Day, with Prostate Most cancers UK working to drive a nationwide dialog about the commonest most cancers in males at these key calendar moments.
Moreover, radio advertisements will goal males in particular areas with excessive charges of late-stage prognosis, like Scotland, the Midlands, the Northwest, Wales, and the South West. Tailor-made social media advertisements and PR will deal with these most affected by well being inequalities, beginning with Black males.
Discover out extra about Prostate Most cancers UK’s award-winning 30-second danger checker at prostatecanceruk.org/danger. Contact Prostate Most cancers UK’s Specialist Nurses in confidence on 0800 074 8383, or through electronic mail, webchat or WhatsApp at prostatecanceruk.org/nurses .
Entry on-line and printed well being info at prostatecanceruk.org/info,or converse to skilled volunteers with expertise of prostate most cancers at prostatecanceruk.org/one-to-one.
