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Creative

M&C Saatchi Reveals 'Tap Initiative' Campaign for TAB

Campaign fronted by TAB ambassadors Anthony Minichiello and Shane Crawford

M&C Saatchi Reveals 'Tap Initiative' Campaign for TAB

Following the launch of the all-new brand platform, Long May We Play, TAB and M&C Saatchi have released the Tap Initiative, a campaign to raise awareness, and important funds, for prostate cancer during the footy finals period.

TAB has partnered with the Prostate Cancer Foundation of Australia (PCFA) for the Tap Initiative, which encourages players to celebrate winning moments during play by tapping each other on the behind. For each tap, $100 will be donated to the PCFA with the goal of raising $100,000.



The campaign has been designed to generate earned media and since its launch has been picked up by numerous publications across print, online and broadcast radio and TV.


Says Luke Waldren, EGM marketing and customer, TAB: “With September being Prostate Cancer Awareness month, we’re thrilled to partner with PCFA to raise funds and bring awareness to the importance of men getting checked.

“People all around the country will be watching the footy finals and with each tap on the behind that happens on the field, a conversation can be sparked at home encouraging men over 50 to take the important step of making an appointment with their GP. To raise funds for the Foundation is a great source of pride for TAB.”

TAB ambassadors Anthony Minichiello and Shane Crawford front the campaign which launches with a 30-second TVC supported by ongoing content across press, radio, social, in-venue and stadium signage.

Says Cam Blackley, chief creative officer, M&C Saatchi: “Long May We Play celebrates the moments that matter to sports and racing fans and the classic ‘bum tap’ has always been an informal part of footy celebrations, by being the first to monetise it, this initiative will do the important job of drawing attention to men’s prostate health and generate much needed financial support through player engagement.”
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Production Company

Director: Andrew Seaton

DOP: Matt Samperi

Editor: Nick Mutton

Executive Producer: John Pannocchia

Producer: Nick Mutton

Production Company: Mint Films

Sound

Sound Company: Rumble Studios

Creative Agency

Account Executive: Kurtis Griffin

Chief Creative Officer: Cam Blackley

Chief Strategy Officer: Justin Graham

Creative Agency: M&C Saatchi, Sydney

Creative Director: Guy Futcher

Group Account Directors: Jasmina Porter

Group Managing Director: Russell Hopson

Photographer: Scott Davidson

Production Company: Another One Of Those Productions

Senior Account Manager: Will Woods

Senior Art Director: Neil Walshe

Senior Copywriter: Michael Harris

Senior Integrated Producer: Claudia Brookes

Senior Strategist: Nick Jacobs (Senior Strategy Director)

Senior TV Producer: Carolyn Starkey

Category: Gambling , Sports and Leisure

Genre: Dialogue