Father and Son Have a Different Kind of Talk in Prostate Cancer UK Spot

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.