Every day, more and more methods to detect prostate cancer are being explored, but the tried and true method of a digital rectal examination (DRE), paired with a blood test known as the prostate-specific antigen (PSA) test, is still the proven way to save life.
The two problems are that men are very good at not paying attention to information about their health and they are not all that keen to have a gloved finger inserted into their rectum.
What if that gloved finger was a famous finger? Men would pay attention to that. So McCann Worldgroup Canada has created the Famous Fingers campaign for Prostate Cancer Canada to raise awareness and encourage men to get checked.
The Famous Fingers Collection is a line of latex gloves modeled after famous fingers to find out which men prefer – included are the fingers of Babe Ruth, Otis Redding and Abraham Lincoln.
“Men aren’t talking about prostate health. They’re not fascinated by it the way they are with sports, movies and music. So, we’ve combined the thing that they don’t like to talk about, with the things that they do, to create a humorous and fun way for guys to start thinking about their prostate health,” explained David Leonard, chief executive officer, McCann Worldgroup Canada.
“Our goal is to get men talking to each other and their doctors, and to turn an awkward conversation into the kind of conversation they have every day.”
The collection can be viewed here and is designed to trigger a broader discussion around a serious topic that men traditionally prefer to avoid.
- Frankenstein’s Monster: His finger frightened the villagers. Next up, your prostate?
- Ghengis Khan: His finger conquered China. Next up, your prostate?
- Otis Redding: His finger forever changed popular music. Next up, your prostate?
- Thór: His finger ruled the Norse gods. Next up, your prostate?
“It’s about normalising the conversation around prostate exams and stressing the importance of detecting prostate cancer early,” stated Peter Coleridge, president and chief executive officer of Prostate Cancer Canada.
“We know that men are uncomfortable with the idea of getting their prostates checked, but early detection can save lives. Any alternative to being examined by your doctor is quite absurd, which the campaign captures perfectly. Would you prefer to have your prostate checked by your doctor, or by Big Foot? We’ll let you decide.”
One in seven Canadian men will be diagnosed with prostate cancer in their lifetime, and more than 4,000 men were estimated to die from the disease in 2017, but that story is changing. Since 2001, that number has been decreasing by an average of 3.3% per year, largely attributed to early diagnosis and better treatment options. Men in their 40s are encouraged to get a baseline PSA test and those at a higher risk for prostate cancer should talk to their doctor even before age 40.
The campaign consists of digital video, newspaper, resto-bar posters, radio, PR and social all driving to famousfingers.ca. Men and women alike are invited to join the conversation using #famousfingers.
Agency: McCann Canada
Chief Creative Officer: Darren Clarke
Executive Creative Director: Josh Stein
Associate Creative Director & Art Director: Chris Paleczny
Creative Director & Art Director: Scott Johnson
Art Director: Erikson Melton
Associate Creative Director & Writer: Taylor McCarthy
Media Strategists: Tamara Dawson & Cordell Vos
Public Relations: Caroline Murphy
Account Team: Sarah Lostracco & Susan Huggett
Producer: Jacqueline Bellmore
Developers: Michael Harley & Edward Ganuelas
Quality Assurance: Jef Theysmeyer
Project Manager: Celane Chan
Chief Strategy Officer: Dustin Rideout
Graphic Artist: Jean-Pierre Goulet
Production Company: Partners Film
Executive Producer: Gigi Realini
Line Producer: Andre Fitsialos
Director of Photography: Mikhail Petrenko
Editor: Griff Henderson
Assistant Editor: Morgan Campbell
Executive Producer: Michelle Rich
Post Production: Alter Ego
Colourist: Clinton Homuth
Colour Assistant: Erik Bayley
VFX Artist: David Whiteson
VFX Assistant: Sebastian Boros
Executive Producer: Hilda Pereira
Producer: Katie Methot
Audio: Grayson Matthews
Executive Producer: Kelly McCluskey
Director: Tom Westin
Engineers: Brian Bernard, Chris Masson
Photography: Fuze Reps
Photographer: Adrian Armstrong
Executive Producer: Daniela Favot
Assistant: Ian Perch