Prostate Cancer Canada launches campaign with Doug & Serge
September 17, 2013 | Michelle DiPardo | Comments
Prostate Cancer Canada is gearing up for the launch of ”Butthead,” a national campaign intended to mark September’s National Prostate Cancer Awareness Month initiative and encourage all men over 40 to get tested.
Doug & Serge, Prostate Cancer Canada’s newly-appointed agency of record, came up with the concept for “Butthead.” Elements include a national campaign of washroom posters, digital boards, and social media promotion. Much of the work’s media was donated by Montreal-based UB Media.
The posters and boards depict a man with a face thats… well. Well, it’s a butt. It feature the campaign tagline, “Only A Butthead Wouldn’t Get His Prostate Checked.”
“Men can be a bit stubborn. This is a reminder that it’s common sense to get tested,” said Serge Rancourt, chief operating officer at Doug & Serge. “We need to be provocative with men and shake up the inertia. The idea is to say ‘don’t be stupid.’ Men don’t’ seem to be responsive to messages regarding prostate cancer, so we had to come up with something strong.”
“Butthead” is set to launch at the end of the week and will run for a month.
Prostate Cancer Canada funds programs related to awareness and public education, advocacy, support of those affected, and research into the prevention, detection, treatment and cure of the disease.