TBWA/MCR thinks that people will stop and pay attention to its billboard campaign for Prost8. It’s certain to be right.

And the campaign for prostate cancer is important. One man dies of prostate cancer every 45 seconds in the UK. 12,000 people every year in the UK die from what is a treatable illness.
The major stumbling block is that men don’t like having a finger up their bum. This used to be the only test.
The awareness campaign for Prost8, prostate cancer support charity organisation, aims to reassure men that there is another test. A blood test, taken from the arm.
Look again at the images. Are they bums…or arms?

The billboards ran across London during Prostate Cancer Awareness Month 2024.
Credits
Advertising Agency: TBWA\MCR
Art Director: Tom Holmes
Copywriter: Glenn Scholefield
ECDs: Gary Fawcett & Lisa Nichols
Photographer: Sophie Harris-Taylor
