ABOUT

Problem:

Prostate cancer is the most common form of cancer in males around the globe. The problem is, for most men, there’s nothing more terrifying than going for the ‘finger check’. Which is why, something that’s highly treatable in its early stages, goes undetected until it’s too late.

But what most men don’t realise is, that if you’re over 40, your initial check can be a simple blood test.

The Idea:

Presenting: The most terrifying prostate cancer campaign of all time, Don’t Fear the Finger. A campaign to dispel the myths around a prostate check, encouraging men to go for a blood test.

In Men’s Health Month, we tapped into the thing most guys fear the most. Using horror as our genre, we kickstarted the scare with a content piece inspired by Alfred Hitchcock. We also created multiple banners which targeted men on sports, health, news and lifestyle sites.

But guys needed an extra prod. So, on Halloween, we upped the ante. Mimicking terrifying scenes in classic horror movies, we created a series of insta-stories, all pushing guys to a Microsite to book an appointment.

The Microsite would show different results according to guys location at that very time, pointing them to the closest CANSA Care Center, letting them book online.

But you know guys…so, if they didn’t book an appointment, our fingers followed them around the net, insisting they did.

The results:

2,174,168 impressions, 22,762 clicks to site, 1,780, 270 video views to date. And with only 30K for the entire campaign, media houses liked it so much, we received over 150K in free advertising space.