Only 20 Seconds
Campaign & Event Design
Problem
Prostate cancer is a large-scale problem typically affecting men in their 50s to 70s. There is a large stigma around getting tested due to
a lack of knowledge of the examination process. As a result of this, it impacts younger generations of men and they become reluctant to get tested and the subject is not an open topic for discussion.
Insight
Prostate Cancer is expected to affect 1 in 8 men throughout their lifetime. In the UK, only about 6% of men undergo PSA (Prostate Specific Antigen) testing each year. This is notably concerning when one takes into account that in England, one man dies from prostate cancer every hour.
Solution
A campaign featuring an experiential event in London. The event will use retro arcade games to attract men in their 40s. Participants will partake in a nostalgic experience where they play these arcade games for a brief 20 seconds. The 20 seconds will represent the time it takes for a physical prostate examination. Following the game it will revealed that the event was conducted in partnership with Prostate Cancer UK. Participants will then receive information about the testing process, and get a chance to book a test. This interactive event will integrate with other marketing touchpoints around London.
The Event
Participants in the Only 20 Seconds event will have the opportunity to engage in nostalgic fun by playing retro arcade games from the 80s and 90s. Upon pressing play on the machines, they will told they will be given 20 seconds to play the game. Following this brief gaming session, a ‘game over’ sign will appear on the screen, accompanied by an explanation of how this 20-second experience mirrors the time it takes for a prostate exam. Participants can then scan a QR code to learn more about testing or sign up for a test if they are eligible.
Development
