McCann Canada Gets Digital with New Campaign for Prostate Cancer Canada
May 18, 2018
A new advertising campaign by McCann Canada brings humour to a medical test that many find uncomfortable. The digital rectal examination—when a doctor inserts a gloved finger into the rectum to check for irregularities—is one of the most trusted methods in detection of prostate cancer, but carries a stigma.
The main component of the campaign designed for Prostate Cancer Canada is a commercial showcasing the “Famous Fingers Collection”—a line of latex gloves “moulded” from the hands of famous men, including Winston Churchill, Thor and Frankenstein.
The commercial features a group of men in a focus-group type setting testing out each glove to see which one they prefer, with mixed results. Check it out below.
“It’s about normalizing the conversation around prostate exams and stressing the importance of detecting prostate cancer early,” says Peter Coleridge, president and CEO of Prostate Cancer Canada.
Along with the commercial, posters are appearing in newspapers and restaurants, and there are also PR, social media and radio executions. “Our goal is to get men talking to each other and their doctors, and to turn an awkward conversation into the kind of conversation they have every day,” says David Lenoard, CEO of McCann Worldgroup Canada.— Sabrina Gamrot