Client
Zero Cancer
COMPANY
W+K 12
ROLE
Account Manager, Strategist, Communications Strategist
Getting men to acknowledge their prostate and its health
THE CHALLENGE
Zero Cancer was the second largest prostate cancer nonprofit in the country at the time and focused on awareness. We were tasked with creating national awareness around prostate cancer and check ups.
The problem was men are actively ignorant about their prostate. They avoid talking or learning about it because it feels humiliating.
THE STRATEGY
Give the prostate a voice men can no longer ignore. To top it off, we want to launch the campaign around Father’s Day to put the importance of prostates in context. If Fathers don’t check their prostate, there will be less Fathers to celebrate Father’s Day.
THE IDEA WAS AN ANGRY PROSTATE (PERSONIFIED AS AN UGLY WALNUT )WHO HIJACKed FATHER’S DAY TO FINALLY GET THE ATTENTION IT DESERVED.
