Mak­ing can­cer cute

The ad agency has struck again with this strik­ing­ly stu­pid non­prof­it ad.

Written by
Jeff Brooks
Added
May 14, 2014

The victim: Movember (the organisation that challenges men to change their appearance and the face of men’s health by growing a moustache in November). The offending agency: the slash-challenged TBWA\Chiat|Day.

Now I can see the power in giving people the opportunity to beat up a terrible disease; there are certainly a couple of diseases that I wish I could kick to pieces. But when you symbolise that by making the kickers look like homophobic thugs and the disease look like a cute team mascot, well, you’ve turned the concept upside do

I actually wonder if the creators of this advert even watched it. Didn’t anyone raise their hand and say ‘Umm…it looks like we’re kicking Mickey Mouse’s butt’. Of course not. The ad agency geniuses were wrapped in their usual world of abstraction. In all their creativity, they missed the central fact that prostate cancer is a terrible thing. It’s not a cute and goofy costume. It is a real life disease that hurts and can be fatal.

If you want to move people to fight prostate cancer show them there is a problem, make that problem real and give them a meaningful action they can take. Finally show how their actions will help to make progress against the disease.

Abstract symbolism doesn’t achieve any of that.

Shockingly, this video was not the only offending ad for this campaign. 


Really? Prostate cancer is picking up prostitutes? That’s what has our thug-protagonists all worked up?

I am amazed at how this ad agency has worked for this charity. They started off badly with a pointless, dumb and misdirected abstract concept. And then they managed to get surreally worse.

So remember the standard warning for when an ad agency comes up with a clever, conceptual and intangible idea to represent your cause: just say no!

About the author: Jeff Brooks

Jeff Brooks has served the nonprofit community for more than 30 years, working as a writer and creative director on behalf of a variety of organisations including CARE, World Vision, Feeding America, St. Jude Children’s Research Hospital, National Wildlife Federation, and many more. He blogs at Future Fundraising Now and Moceanic. In previous careers, he’s been an English teacher and a classical musician. He lives in Seattle in the USA.

Recent Articles

A casa da árvore do conhecimento – os 34 fundamentos fabulosos da captação de recursos

Quais, de toda a sabedoria e experiência em captação de recursos de todos os tempos, são as joias mais preciosas, as coisas absolutamente mais importantes que todo captador de recursos em qualquer lugar realmente deve saber, desde o seu primeiro dia? De todos os pedaços essenciais de conhecimento enterrados em todas as listas, livros e artigos já escritos, qual seria a única lista, se houvesse espaço para apenas uma, que você escolheria para pendurar diretamente acima do seu espaço, do seu local de trabalho? Esta é essa lista. Ouro puro para captadores de recursos.

Read more

Celebrating Jerry Huntsinger – an exemplary fundraiser, writer, teacher and friend

There is a very special showcase on SOFII that you might not know about – but you really should. It contains oodles of fundraising wisdom and it’s called, quite simply, The Jerry Huntsinger Tutorials.

Read more

21 and ½ tips for writing better fundraising materials

Fundraising copywriter extraordinaire Lisa Sargent is back, with more essential advice on how to harness the power of your writing. In this article Lisa shares her tried-and-true checklist for better fundraising materials. Follow these tips and help ensure your donor communications shine... every time!

Read more

British Muslims are the most generous group in the UK – how can fundraisers engage them?

Blue State’s essential report shows that UK Muslims gave four times more in the last 12 months than UK average. Almost half are planning to give more to charity in the next year. Three in four have already donated to support individuals impacted by the war in Gaza. And one in two are open to giving their Zakat to charitable organisations. What does this mean for charities and fundraisers like you?

Read more

New study finds legacy giving has gained ground beyond boomer generation

Legacy giving is one of the largest sources of voluntary income for UK charities, but what are the latest trends in legacy giving? These new findings from a long-running benchmarking study provide vital insights for fundraisers – simply click to learn more.

Read more

Also in Categories