From a women’s perspective the finger up your bum rectal exam for prostate cancer is tame compared to the pap smear but men will be men and they fear the finger. Grey Argentina andcancer prevention and detection organisation, LALCEC, are aiming to conquer fear with humour – a witty ditty and a handful of finger puppets making the finger nothing to be fearful about.
In Argentina alone, more than 1 case of prostate cancer is diagnosed per hour, and more than 11,600 per year. It is the second leading cancer death cause in men (with an average of 10 deaths per day), considering that 1 in 6 over the age of 50 will develop it during their lifetime. An annual check-up can reduce the likelihood of invasive treatments and increase the survival rate by 95%. 7 out of 10 men don’t have it. Typically, health promotion campaigns are designed to elicit fear, yet the use of fear is often proved ineffective in achieving the desired behaviour change. So, with this campaign, Grey and LALCEC chose a radically different approach, breaking the existing taboo and prejudices over the rectal examination.
The new campaign opens for a series of actions leading up to June 11, World Day of Prostate Cancer.
“We know men are more reluctant when they must go to the doctor, and even more when it is related to sexual organs. But the earlier the disease is detected, the faster it can be addressed and the less painful the process will be,” noted Dr Carlos Silva, medical coordinator of LALCEC.
“For men, turning 50 should be the first sign of prostate cancer. With this video we want to demystify the fears of the examination and tell men that visiting the urologist once a year can save their lives”, stated Cristina Espil, president of LALCEC.
Alejandro Devoto and Hernán Kritzer, chief creative officer of Grey Argentina, added, “For years, for many men the rectal examination continues to be a taboo subject surrounded by fears. We sincerely felt that it was possible to address this issue from a different angle, and instead of talking about the risks or consequences of avoiding the check-up, we preferred a closer, funnier approach that took the dramatism away. That is why we chose the finger puppets as messengers; those friendly characters that must live the whole time with a finger back there.”
Credits:
Client: LALCEC (Argentine League for the Fight Against Cancer)
Client Team: Agustina Sanchez Allevato & Martin Fleming
Agency: Grey Argentina
President & CCO Grey Latam: Diego Medvedocky
Chief Creative Officer: Hernán Kritzer & Alejandro Devoto
ECD: Gonzalo “Montaña” Fernández & Juan Ure
Head of Art: Diego Urbano
Creative team: Emilio Yacón & Gustavo Gitmanabitch
CEO: Denise Orman
Heads of Strategy: Romina Perrone / Ana Etcheto
Planner: Clara Noussan
VP Client Services: Agustín Castellanos
Business Leader: Carolina García
PR Director: Florencia Kessler
Head of Production: Pablo Molina
Agency Producer: Maximiliano Ibarra
Production Company: Landia
Director: 1985 – Fran Colombatti
Executive Producers: Adrian D´amario & Diego Dutil
Producer: Melina Nicocia
Cinematographer: Manu Bullrich
Art Director: Roco Corbould
Set Design: Estudio Los Chinos
Puppet Production: Paula Bianco
Costumes: Leti Chappa
Post-production: LesAmateurs.tv
Post-production Coordinator: Camila Garrido
Sound: Portaestudio
Music: Papamusic
Colour: Ale Lascano
Photography: Juan Salvarredy & Guido Urrutia
