Cancer charity uses cheeky billboards to spread prostate message /

Getting cheeky / By using humour to address a serious and potentially anxiety inducing topic, Prost8 was able to remove some of the fear implicated in conversations around prostate cancer screening and raise awareness for a new test that could increase examination rates. 

Not only have studies shown that humour increases the attention paid to ads, but it has also proven to make messaging more persuasive. Specifically in the case of healthcare communications, researchers have found that humour can increase positive attitudes towards cancer examinations. For Prost8, humour was a particularly valuable tool to utilise because of its target demographic. As Lisa Nichols, executive creative director at TBWA\MCR, told Contagious, ‘Men can feel the need to portray themselves as tough and self-reliant, which can make them hesitant to admit vulnerability or seek help. Humour is particularly valuable at breaking down barriers surrounding sensitive topics. It's a universal bond that helps get the conversation going, making it much easier for men to engage and address any issues they may be facing.’ 

In December 2023, Contagious covered Specsavers’ The Misheard Version campaign which sought to address people's avoidance of hearing check-ups by re-recording an 80s pop hit with humorously misinterpreted lyrics. George Bryant, global chief creative officer at Golin, Specsavers’ PR agency, told us recently: ‘Humour removes barriers and walls. If you can use it, allied to purpose, you have a huge potential to welcome people in and get them to take action.’ 

Know your arse from your elbow / Out of home billboard campaigns can be easily ignored. There is often a short window for attention and getting a second glance can be a tough ask. By using images of people’s inner elbows and framing them as butt cheeks, Prost8 was able to ensure that people took a second look and, with that, drive home its message about the alternative prostate test. 

As Nichols explained, ‘Our ads needed to demand the viewer’s attention, challenge their misconceptions and then reward them with an educational twist. It gave us a real “have you seen this?” platform and as a result helped create shareability – hugely important when we want this message to spread as widely as possible.’

People naturally have a tendency to pay attention to things that stick out in our immediate environment. Known as the Von Restorff effect it means that anyone who encounters what they believe to be a huge image of a butt crack plastered on a billboard is sure to have their attention peaked. It surprises people for breaking taboos and crucially ensures people glance back, something a pull back and reveal campaign like this can’t function without. 

In Slovenia, Oncology Association for Men, Onkoman, similarly drew salience to its healthcare messaging by slapping the word ‘Sranje’ (‘shit’) on billboards in enormous, bold lettering. The unignorable text initially appeared without any explanation, only accompanied by a toll-free telephone number at the bottom of the poster via which people were encouraged to share their opinion of the ads. Two weeks later the phone number’s answering machine explained that the billboards were a cue to ensure that people don’t ignore the signs of gastrointestinal cancer.