SAVE YOUR FATHER'S DAY

TitleSAVE YOUR FATHER'S DAY
BrandDANISH CANCER SOCIETY
Category E01. Standard Sites
Product/ServiceAWARENESS-CAMPAIGN
Entrant ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Idea Creation ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Media Placement CLEAR CHANNEL DENMARK Copenhagen K, DENMARK
Production GOBSMACK PRODUCTIONS Copenhagen, DENMARK
Credits
Name Company Position
Klara Vilshammer Robert/Boisen Like-minded Creative
Christoffer Fejerskov Boas Robert/Boisen & Like-minded Creative
Heinrich Vejlgaard Robert/Boisen & Like-minded Creative Director
Kim Boisen Robert/Boisen & Like-minded CEO / co-founding partner
Victor Petri Robert/Boisen & Like-minded Head of Social & Brand Activation
Alexander Faxø Robert/Boisen & Like-minded Activation assistant
Alina Alta Robert/Boisen & Like-minded Account Manager
Christoffer Fejerskov Boas Robert/Boisen & Like-minded Creative
Klara Vilshammer Robert/Boisen Like-minded Creative

Write a short summary of what happens in the digital or ambient execution or campaign.

For years, the Danish Cancer Society has been trying to get men to see the doctor when discovering symptoms of cancer, but they haven’t been listening. So, this year, we turned to the ones we knew they would listen to: their kids. On Father’s Day, the Danish Cancer Society invited all of Denmark’s children to be their messenger. ‘Save your Father’s Day’ was an initiative, where children could customize their own personal Father's Day ads that lovingly reminded their fathers to check themselves for the signs of early stage cancer. The Father’s Day ads were then individually placed where the fathers were sure not to miss them: right by their own homes. All of the ads turned into an entirely personal outdoor campaign in themselves, filling up the streets with heartwarming Father’s Day greetings. On Father’s Day, the children then surprised their fathers by showing them the ads.

Cultural / Context information for the jury

Every day, 22 Danish men are killed by cancer. Due to the cultural implications of what it means to be “a man”, many Danish men don’t recognize problems with their health, nor will they talk about it with others. They ignore it, until it’s too late. But cancer is curable if it gets recognized in time. For years, the Danish Cancer Society have been trying to get men to see the doctor when discovering symptoms, but they haven’t been listening. We found that 9/10 men wouldn’t mind getting a nudge to the doctor from their loved ones. That’s why, we this year turned to the ones we knew they would listen to: their kids. But talking with your father about his health isn’t an everyday topic. So, to give the children an opportunity to have a loving talk with their fathers, we launched the campaign leading up to Father’s Day.

Explain how the work innovatively used the outdoor medium.

When the Danish Cancer Society realized that “traditional” awareness campaigns didn’t work for middle aged men, as they are good at dodging anything to do with their health, we had to come up with a different way to reach them. That’s why we gave all our airtime to their kids. ‘Save your Father’s Day’ was an initiative, where children could customize their own personal Father's Day ads that lovingly reminded their fathers to check themselves for the signs of early stage cancer. At the campaign site saveyourfather.dk the children could take a picture of themselves, choose between the outdoor layouts, write a greeting to their father, and then enter his address. On Father’s Day, we then found the outdoor spaces nearest the fathers’ homes and then individually placed the personal Father’s Day ads here. This way, we were sure that the fathers wouldn’t miss the message.