Vet Your Prostate

Creative idea

Farmers face a ~20% higher risk of developing prostate cancer yet are less likely to engage with traditional healthcare. A “tough it out” mindset is compounded by cultural and geographical isolation, and a healthcare system that falls short of their needs. Vet Your Prostate is disruptive innovation in practice: repurposing existing technology, relationships and networks in a completely new way to solve a structural health inequality. We identified a trusted, unconventional medical relationship already embedded in farming life — the farm vet — and turned them into human healthcare access points, transforming the way farmers approach their prostate health.

Brand name: Thriva
Advertiser / client: Thriva
Product / service: Prostate Cancer Education and Awareness
Campaign name: Vet Your Prostate
Agency network: Havas Health
Agency: Havas Lynx, Manchester
Additional company: Havas Lynx
Production company: Unit TV
Web address: https://vetyourprostate.com/
Agency chief executive officer: Claire Knapp
Chief creative officer: Alex Okada
Executive creative director: Chris Wellard
Creative director: Richard Hague
Art director: Ben Neilson
Copywriter: Chris Will
Designer: Ben Neilson, Gabe Aplando, Edward Thompson, Nicola Fletcher
Account director (agency): James Ashworth
Strategic planner / strategist: Dan Byrne, Sophie James Hill, Victor Vislan
Photographer: Ian Winstanley
Director: Ian Winstanley
Additional company: Vernon Bainton, Chief Medical Officer Ayesha Walawalker, Chief Strategy Officer John Brinsley, Medical Advisor Ali Silverlock, Account Director Lily Lambert, Account Manager Ali Walsh, Scientific Director Summer Browne, Senior Medical Writer Bella Harris, Medical Writer Liz Cozens, Junior Medical Writer Roisin Macdonald, Junior Medical Writer