Background:
Prostate cancer is the most common cancer amongst men.
One of the symptoms is the increasing difficulty to urinate. However, when detected and treated in the early stages of disease, prostate cancer has a cure rate of over 90%

Challenge:
The Belgian Association of Urologists asked us to raise awareness about prostate diseases by convincing men to visit their urologist for a screening. But how can you reach all Belgian men without a media budget?

Solution:
We took Belgium’s most famous landmark: Manneken Pis, a small bronze fountain depicting a naked little boy urinating. Simply by lowering the water pressure we turned Manneken Pis into Manneken Drip. To the spectacle, we added a sign reading ‘Having trouble urinating? Have a prostate check today.’

Results and Effectiveness:
The reactions were overwhelming. The dripping statue was an item in every possible newspaper and an issue on more than 15,000 websites. Our action got coverage on national radio and tv news. Urologists were interviewed to explain the problem on television and EU Health Commissioner Markus Kyprianou spontaneously supported our action. But more important: the awareness campaign didn’t miss its goal. Our message reached an estimated 85% of the Belgians.

September 14th – European Prostate Awareness Day.
Having trouble urinating? Have a prostate check today.

Agency: Famous
Creative Directors: Christophe Ghewy, Tim Driesen, Joeri Van Den Broeck
Copywriter: Iwein Vandevyver
Art Director: Tom Jacobs

Brand name: European Prostate Awareness Day
Generic name/category: Disease awareness
Company: Belgian Association of Urologists
Country/Market: Belgium, Europe
Indication(s)/use: Prostate diseases
Target: Consumers (DTC)
Publication: 2009

What’s helping a lot of guys make fewer trips to the men’s room?
For many men Flomax reduces their urinary symptoms due to BPH in 1-week.

Tamsulosin (rINN) is an ?1a-selective alpha blocker used in the symptomatic treatment of benign prostatic hyperplasia (BPH). Tamsulosin was developed by Yamanouchi Pharmaceuticals (now part of Astellas Pharma) and is marketed by various companies under licence, including Boehringer-Ingelheim and CSL. Tamsulosin hydrochloride extended-release tablets are marketed under the trade names Flomax, Flomaxtra and Urimax, though generic non-modified release capsules are still approved and marketed in many countries, such as Canada.

Tamsulosin is a selective ?1 receptor antagonist that has preferential selectivity for the ?1A receptor in the prostate versus the ?1B receptor in the blood vessels.

More on Wikipedia

Brand name: Brand
Generic name/category: Tamsulosin
Company: Boehringer Ingelheim and Astellas
Country/Market: USA, North America
Indication(s)/use: symptomatic treatment of benign prostatic hyperplasia (BPH)
Target: Consumers (DTC)
Tagline: The 1-week difference
Publication: US News & World Report June 2009

Brief: In Korea, direct-to-consumer advertising of prescription drugs on TV is not allowed. So Pfizer Korea wanted to find fresh ways to reach its prospective customers and raise brand awareness

Solution: In order to raise brand awareness, two types of gift fans were designed. They were printed with images of an old man and an overweight man who are very happy to reclaim their manhood. These fans were mailed out to the urology doctors as promotion gifts.

Agency: Cheil Worldwide, Seoul, Korea
Creative Director / Art Director: Sanghun Yoo
Copywriter / Illustrator: Jeonghun Yoo
Graphic design: Bom communications
2008

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