“What a piece of work is man. How noble in reason. How infinite in faculty…”
What a perfect time to be standing up for men. We women have given them quite a beating of late and this narration underlining BBH London’s film for Prostate Cancer UK stands out all the more for that. Its tagline, Men, we are with you, also has added oomph right now.
If you don’t know the words from Shakespeare’s Hamlet, you may know them from the musical, Hair. If you’re at prostate checking age, this latter is most likely.
With one man dying from Prostate Cancer every 45 minutes in the UK, the disease is quickly becoming one of the biggest cancer killers there is. BBH teamed up with documentary filmmaker, Nicholas Jack Davies, at Pulse and editor, Billy Mead, founder of tenthree, to create the campaign film that celebrates men by showing real-life footage of them doing incredible, heart-warming everyday things, both big and small. Its aim is to remind viewers of what we love about men, and what we would miss if we lost them.
The clips feature men who have been personally affected by the disease, along with their families and friends. This includes Ally, a man who has been living with prostate cancer for over ten years, having beaten it once before going into remission. His strength and positive attitude keep him fighting. He also runs community support groups for Afro-Caribbean men facing the disease.
Shakespeare’s words are narrated by actress, Zoe Wanamaker, who has a connection to both the Shakespearian words and the cause itself, having lost her father, Sam, to the disease.
The film, which launched on ITV on May 14 will run from May to July on channels mostly watched by Prostate Cancer’s UK target audience, men and women over 45. The film will be supported with outdoor, digital, social and PR activity. Supporting the film is a powerful display that urges the British public to celebrate the men in their lives and take action to help beat the most common cancer in men. On Wednesday, May 15, men whose lives have been affected by prostate cancer starred in an eye-catching installation on London’s Southbank. Working with PR agency, Instinct PR, a giant savings jar was created for the men to feature inside, highlighting the charity’s belief that all men are worth saving. Content-driven social, PR activity and an on-going dialogue with the charities supporters and new audience round out the campaign.
Nick Gill, creative director at BBH, commented, “The one thing that differentiates prostate cancer from other cancers, is of course, that it only affects men. This campaign reminds people why men are worth fighting for.”
Olivia Burns, director of communications at Prostate Cancer UK, added, “By celebrating everything great about men, and highlighting the special moments we will lose if our dads, brothers, sons and partners continue to die early from prostate cancer, we want everyone to know that Prostate Cancer UK stands with men and for men.”
Creative Agency: BBH London
Creative Director: Nick Gill
Creative Team: Oliver Short
Account Directors: Selina Strasburger & Aymara Blanco
Producer: Jemima Bowers
Assistant Producer: Sam Ramsey
Production Company: Pulse Films
Director: Nicolas Jack Davies
Executive Producer: Lucy Kelly
Producer: Chris Harrison
Post Production: The Mill
Editing: Billy Mead @ Ten Three
Sound: String and Tins
Lead Music Supervisor: Julz Baldwin
Brand Strategist: Nick Kendall @ The Garage
Client: Prostate Cancer UK
Associate Director of Communications: Olivia Burns
Head of Marketing Communications: Nicholas Wright
Strategic Planning Manager: Sarah Lines