M&C Saatchi and TAB are encouraging rugby players to touch each other on the bum more often. It’s a provocative idea, given the mood of the moment, but provocative ideas get talked about and this one is for a good cause.

The Tap Initiative, as it’s called, exists to raise funds and awareness for prostate cancer. The initiative follows the launch of TAB’s Long May We Play brand platform, which highlights what makes racing and sport special – how they play on in people’s lives, and results from a partnership with the Prostate Cancer Foundation of Australia (PCFA).

The idea is that players will celebrate winning moments during play by tapping each other on the behind. For each tap, TAB will donate $100 to the PCFA with the goal of raising $100,000. The campaign has been designed to generate earned media and since its launch has been picked up by numerous publications across print, online and broadcast radio and TV.

TAB executive general manager of marketing & customer, Luke Waldren, commented, “With September being Prostate Cancer Awareness month, we’re thrilled to partner with PCFA to raise funds and bring awareness to the importance of men getting checked.

“People all around the country will be watching the footy finals and with each tap on the behind that happens on the field, a conversation can be sparked at home encouraging men over 50 to take the important step of making an appointment with their GP. To raise funds for the Foundation is a great source of pride for TAB.”

TAB ambassadors, Anthony Minichiello and Shane Crawford, front the campaign which launches with a 30-second TVC supported by ongoing content across press, radio, social, in-venue and stadium signage.

M&C Saatchi chief creative officer, Cam Blackley, commented, “Long May We Play celebrates the moments that matter to sports and racing fans and the classic ‘bum tap’ has always been an informal part of footy celebrations, by being the first to monetise it, this initiative will do the important job of drawing attention to men’s prostate health and generate much needed financial support through player engagement.”

Credits: 

Agency: M&C Saatchi

Chief Creative Officer: Cam Blackley
Creative Director: Guy Futcher
Senior Copywriter: Michael Harris
Senior Art Director: Neil Walshe

Chief Strategy Officer: Justin Graham
Senior Strategy Director: Nick Jacobs
Group Managing Director: Russell Hopson
Group Account Director: Russell Hopson
Senior Account Director: Will Woods
Account Executive: Kurtis Griffin
Senior TV Producer: Carolyn Starkey

Senior Integrated Producer: Claudia Brookes

Production Company: Another One Of Those Productions 
Photographer: Scott Davidson
Executive Producer: John Pannocchia

TV Production Company & Online: Mint Films
Director: Andrew Seaton
Producer & Editor: Nick Mutton
DoP: Matt Samperi

Sound: Rumble Studios

Client: TAB
Executive General Manager, Marketing & Customer: Luke Waldren
Head of Brand & Marketing: Kent Madders
Senior Marketing Manager, Brand: Jonathon Rhydderch
Marketing Manager, Sport: David Marsh