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By Amy Houston, Senior Reporter

May 24, 2024 | 2 min read

A fresh approach to cancer awareness comms avoids scary outcomes and lands our top spot today.

Prostate Cancer UK and its agency of record, VCCP London, have released two brilliant ads that are breaking the mold of traditional awareness campaigns. Instead of focusing on negatives and terrifying outcomes, the short spots aim to capture men’s imagination and hope for a future they want to be part of.

With this different approach, the charity has been able to tap into humor to open up the conversation and lighten a serious topic. The campaign effectively opens up conversations about cancer in a manner that is approachable and less intimidating. Its light-hearted tone helps to dismantle the fear and reluctance often associated with discussing prostate cancer.

Despite its playful approach, the campaign does not shy away from presenting important facts. It emphasizes that one in eight men will be diagnosed with prostate cancer, with the risk doubling for Black men.

Both films work to break down barriers that historically stopped men from checking their risk of the disease, with the two ads openly challenging the worry for many men that a test for prostate cancer must mean a finger up the bum.

Creative Creative Works Health

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