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

BBH London, 3 months, 1 week ago

BBH London & Outsider encourage dads to take action to prevent prostate cancer for Father's Day

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. 
Advertiser

Business Director: Holly Ripper

Creative Agency

Creative Director: Shelley Smoler, Raphael Basckin

Strategist: Gail Anderson

Creative: Sara Sutherland, Ash Hamilton

Creative Agency: BBH London

Strategy Director: Idelson

Assistant Producer: Angus Lees

Producers: Michelle Kendrick

Account Management: Selina Strasburger

Music and Sound

Sound Engineer: Jon Clarke/Tom Joyce

Sound Design: Factory

Offline

Edit Assistant: Ellie McNaughtan

Editor: Bill Smedley

Edit Company: Work

Post Production / VFX

Flame: David Clifton

Colourist: Paul Harrison

Producer: Charles Gillett

Post Production House: Finish

Production Company

DOP: Richard Mott

Executive Producer: Benji Howell

Director: James Rouse

Production Company: Outsider

Category: Corporate and social , Health

Genre: Comedy