Prostate Cancer UK has launched its 2019 brand campaign that pays tribute to men, in all their weird and wonderful ways.
Every 45 minutes, a man dies from prostate cancer - it kills more people than breast cancer, according to the organization. Prostate Cancer UK wants to change this harrowing reality by transforming the way it is diagnosed and treated, by investing millions into research.
To draw attention to its cause, the charity is declaring 'Men, We Are With You' - a campaign that focuses on all the best bits about the male species - to remind us what we would miss if we lost them.
Both ordinary and extraordinary, the film presents a montage of personal shots collated of real men - some of whom are affected by the disease.
Over the top of the footage, a narrator reads an ode to man: "What a piece of work is a man? How noble in reason. How infinite in faculty? In form and moving? How express and admirable? In action, how like an angel? In apprehension, how like a god? The beauty of the world. The paragon of animals. And yet to me, what is this quintessence of dust?"
The film ends of a shot of a man diagnosed with prostate cancer, and the ending text reads "One man dies every 45 minutes from prostate cancer. We think they're worth saving.”
The raw nature of the clips works to hit home the realness of cancer, and how it can affect any man.
The multimedia campaign was created by BBH, and includes TV, outdoor and digital advertising, social media and editorial.
On Wednesday (15 May) Prostate Cancer UK presented an installation on London's Southbank, where a giant savings jar was created. Men who are affected by prostate cancer were invited to stand within the jar, to highlight that they are worth saving.
Discussing the campaign, Olivia Burns director of communications at Prostate Cancer UK said: “We’re highlighting the special moments we will lose if our dads, brothers, sons and partners continue to die early from prostate cancer.
"And we want everyone to know that Prostate Cancer UK stands with and for men. We know they’re worth saving and we need everyone who feels the same way to join us."
Adding to this, Nick Gill creative director at BBH said: “The one thing that differentiates prostate cancer from other cancers, is of course, that it only affects men. This campaign reminds people why men are worth fighting for.”