Prostate Cancer UK
Ode to Dads
Capabilities:
More than 11,500 men die from prostate cancer in the UK each year – that's 30 men every day, including Father’s Day.
And social norms and pressures make it harder to detect prostate cancer early – because men are less likely to think about their risk and more likely to ignore symptoms.
Cannes Lion
Bronze Winner 2023
British Arrows
Silver Winner 2023
To help diagnose prostate cancer earlier, we needed to raise awareness of the disease, and encourage people to donate to fund ongoing research. In particular we wanted to speak to those with dads over 50, who might start to find themselves worrying about their parents' health.
Not 'men'. Dads.
Airing around Father’s Day, we created an affectionate and endearing love letter to dads – because a day without our Dads means a day without all those quirky things we love about them.
To show what we’d be missing, we turned the classic “She’s the One” into “He’s the One” - an ode to all the things that make dads precious to us. Mostly funny, sometimes sincere, and all from the heart. The main campaign film was supported by humorous but warm OOH, radio and a UGC campaign on TikTok.
Nine Industry Awards
Global Coverage
Ad of The Day - The Drum
Work of the Week - Creative Moment
Work of the Week - Little Black Book
Top Spot of the Week - Shoot Online