CLIENT: Zero Cancer
PROJECT: Happy Prostate Day
ROLE: Media Planner, Producer 

BACKGROUND
ZERO Cancer is the second largest non-profit organization in the country. Their goal is to raise awareness and ultimately create a generation of men free from Prostate Cancer. 

CHALLENGE
Men are uneducated and misinformed about their prostates. They either don't know the body part's biological function or know about it and fail to recognize the importance of proper care. Most men are more concerned about the embarrassment than the long term benefit in receiving a prostate exam This makes them avoid the topic entirely. 

STRATEGY
To combat men's ignorance, give the prostate a voice that men aren't able to ignore.

We created a national campaign that centers around the very thing that people need to listen to if they’re going to end prostate cancer: an actual prostate. A very pissed off personified prostate, to be exact. Substituting a walnut as the lookalike stand-in, this character speaks up for over-worked, under-appreciated prostates everywhere. From now on, Father's Day will be known as Prostate Day. 

VIDEOS
That same week we ran preroll on Youtube and sites like The Huffington Post and ESPN. As the media planner on the account, I spearheaded the plan and managed all communication between W+K 12, the client and our media partners to ensure that all creative expectations were met. In total the videos had over 900,000 views with a click through rate of 29%.

INFLUENCER KITS
To increase our reach, we also reached out to notable male influencers who were around the age of 40 when men should get tested. Each box was personalized for each influencer with a private message from the prostate himself. 

MOBILE TESTING VAN
We even redesigned two of their mobile testing vans. We thought it served as the most flattering form of road rage. 

HAPPY PROSTATE DAY
W+K 12 headed to NYC to launch the campaign and convince its residents to get a check up. 
 

THE RESPONSE
Overall, the campaign attracted 13M unique site visits and garnered national press from publications like the Huffington Post, Everyday Health and Agency Spy. Below are some highlights.