TBWA\MCR has created the world’s first Digital Out of Home (DOOH) advert to be controlled by bum for prostate cancer charity, Prost8.
Around 12,000 men die of prostate cancer every year. Early detection could slash deaths by 40%. Men are dying of cancer because they’re avoiding prostate tests, mistakenly thinking it involves a finger up the bum. The ‘Dodge The Finger’ campaign aims to correct that misconception by telling them it’s just a blood test.
To tackle any misconceptions among men aged 50+ in particular, TBWA\MCR brings together the two things they like. Humour and arcade games. The campaign leverages the scale and power of premium DOOH across Europe, all screens working together to ensure messaging to audiences has impact, at the right time during Prostate Cancer Awareness Month (March 2026).
The centrepiece is a retro-style playable game which invites players to control a virtual bum with their own backsides, using Ocean’s skeletal tracking technology to avoid the fingers as they move across the big screen. The games will be played at Printworks, Manchester, UK on 4th March and Westfield Stratford City in London on 14th March, the days and locations chosen to coincide with big match days, reaching football fans travelling to games at Manchester City and West Ham.
The campaign launches on 2nd March with messages appearing across some of Europe’s biggest screens including Amsterdam Leidseplein, The Halo at Westfield Scandinavia in Stockholm, the Iconic at Field’s, Copenhagen; Lepakko, Helsinki; The Centro Lights, Oberhausen; and in London, The Screens @ Canary Wharf, Reuters Plaza, and launching on Landsec’s Piccadilly Lights.
Ocean Studio will film the campaign, creating an asset to share across social media.
Lisa Nichols, executive creative director, TBWA\MCR, said: “ Thanks to a really bold client and Ocean Outdoor’s unique DOOH technology – we’re hopefully going to get more blokes talking about prostate cancer and going for that test. Which is just a blood test guys, so please get tested.”
Helen Haines, director of strategic projects, Ocean Group, said: “Challenging misconceptions about prostate checks saves lives, and this level of media exposure broadens the impact significantly beyond the UK. Using humour on Europe’s biggest screens is a powerful way to connect with the men who need to hear this message.”
Paul Sayer, founder and CEO of Prost8, added: “The earlier we catch prostate cancer, the better the treatment. It’s why we need to educate every man possible about PSA testing. Thanks to the creative brilliance of TBWA\MCR and the extraordinary reach of Ocean Outdoor, allied to a charity changing the face of prostate cancer treatment, Prost8 UK, this campaign will help tens of thousands of men survive prostate cancer better.”
