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Every year, 12,000 men die from prostate cancer which is a treatable disease. A major problem is the misconception that testing involves an invasive rectal exam. TBWA\MCR and charity Prost8's interactive Out of Home game ‘Dodge the Finger’ set out to change all that in an unmissable way to encourage more men to take the test.

TBWA\MCR developed the world’s first commercially interactive DOOH experience controlled by a bottom. Using Ocean Outdoor's skeletal tracking technology, players used their own body to control a giant virtual backside on the large format screen, dodging fingers in a retro style arcade game – using humour to land the important message that it’s just a simple blood test and definitely not a finger up the bottom.

The interactive game debuted at Printworks Manchester and on Ocean's Showcase at Westfield Stratford City in London. Messages from the campaign, which was a Grand Prix winner in Ocean's annual Digital Creative Competition, also appeared on Piccadilly Lights, in Canary Wharf and across large format screens in six other European markets.

The game itself delivered 342,000 adult impacts in Manchester and London, with 600 direct game interactions and 40 interactions per hour.

This campaign hit all the right spots. It generated more than £500,000 in press coverage, reached 54 million people, and Prost8 saw a fivefold increase in patient triage enquiries. These are brilliant numbers, but the most important one is the increase in enquiries. If more men are taking that first step to get checked because of the campaign, then it's done exactly what it set out to do.

As well as winning Ocean's Grand Prix, the campaign went on to be shortlisted for a Cannes Lions 2026 and was awarded Most Impactful OOH & Ambient Campaign in the Prolific North Awards 2026. There are now talks about launching Dodge the Finger as a mobile game.