This new campaign from Canada is intended to trigger a discussion about prostate cancer which is the most common cancer in men. When detected early, the survival rate of the disease can be over 90%. Important message, easy to tell. Charity Prostate Cancer Canada is bringing the message in a surprising way.
For the campaign, 200 stickers have been placed around Toronto. when citizens go to pay for their parking and retrieve their parking pass, they are cleverly invited to think, learn, and talk about prostate cancer.
The parking meters in Toronto require you to put your fingers into a slot to get your ticket out of the machine to place it on the dashboard of your car. The tickets do not slide out, so you have to get your fingers up in them to retrieve them. So in that regard, it is similar to how a doctor performs a prostate check.
Dr. Stuart Edmonds from Prostate Cancer Canada:
This new awareness campaign is all about letting men know that early detection of prostate cancer saves lives. It’s such an important message, especially in light of Prostate Cancer Awareness Month and last week’s widely covered study published in The New England Journal of Medicine.
Heather Segal from FCB Toronto, the agency behind the campaign:
All the research shows that a significant number of men fear getting their prostate checked. We just want to show that it’s actually very easy, doesn’t take a lot of time, and that early detection saves lives. In fact, the survival rate is over 90% when detected early. It’s a really important message to get out there.
Agency: FCB Toronto
Director, Digital Marketing: Yaz Maziar
Director, Partnerships and Business Development: Falyn Katz
CEO: Tyler Turnbull
Co-Chief Creative Officers: Jon Flannery, Jeff Hilts, Nancy Crimi-Lamanna
Art Director: Simon Tuplin
Writer: Peter Gardiner
Account Director: Lora Landriault
Account Executive: Olivia Selbie
Head, Broadcast Production: Judy Hamilton
Broadcast Producer: Rea Kelly
DOP and Editor: Jorge Vasconez
Director, Print Production: Victor Carvalho
Print Producer: Bruce Ellis
VP Director of Strategic Planning: Heather Segal
Digital Strategist: Shelagh Hartford