MARIE KEATING FOUNDATION

STAND UP FOR YOUR PROSTATE

We are thrilled to have been chosen to develop this Prostate Cancer campaign for the great people at the Marie Keating Foundation – the need for men to talk about it and get checked regularly. Have to say we’re really proud of the result – branding, messaging, campaign badge, videos and print and online/social media assets. It was also lovely to work with role-model men like Tony O’Donoghue, Tony Ward, Matt Cooper and Neale Richmond who tell their stories on 4 videos we made. Please share with men in your lives.

Brief

Men are not talking enough about prostate cancer and health – and neither are those close to the target group of most-at-risk men. Prostate cancer is the most common male cancer in Ireland after non-melanoma skin cancer. The Marie Keating Foundation commissioned us for the second year to build on our very successful Stand Up for Your Prostate Campaign and keep increasing awareness with key audiences, generating funds and winning ownership of this space for the Marie Keating Foundation. 

Agency Tasks 

1. Develop and finalise campaign brand, concept and copy for campaign messaging
2. Develop an iconic emblem and badge for the campaign
3. Produce a series of iconic campaign videos.
4. Design and produce a number of printed assets 
5. Produce social media assets.

The Solutions

The core concept was to recruit some of Ireland’s best comics and impressionists to front the campaign in a creative effort to ‘out’ the often hidden issue of prostate cancer and to normalise it by being totally upfront and humorous about it. So, we produced a memorable brand and emblem for the campaign which will return each year during men’s cancer month. It was worn by TV anchors and celebrities during the campaign.

We wrote and directed a series of powerful videos featuring Irish comedians which were widely shared on social media and which dealt with the subject in a hugely engaging, entertaining and often moving way. 

Outcomes

Marie Keating Foundation on the impact and on Persuasion Republic:

 “This campaign achieved a staggering reach of more than 11 million nationwide across earned media channels of traditional media relations and PR and social media. With a limited budget, out of home or paid advertising was not possible so it was really crucial that we had a creative approach that would allow us to achieve strong cut through -  the impactful creative branding and assets created by Persuasion Republic certainly allowed us to achieve this. 

 2020 was our second year working in collaboration with the team at Persuasion Republic and as always, it was an absolute pleasure. This incredibly talented and collaborative team took our vision on board and amplified our message to create a campaign that was not only informative but impactful. They were an excellent group to work with and maximised our efforts as a smaller charity with a limited budget.”