Making cancer cute.
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Jeff Brooks, creative director at TrueSense Marketing, has served the nonprofit community for more than 20 years, working as a writer and creative director on behalf of a variety of organisations, including CARE, Bible League International, World Vision, Feeding America, World Relief and dozens of urban rescue missions and Salvation Army divisions. He blogs at Future Fundraising Now, podcasts at Fundraising is Beautiful and is a columnist for Fundraising Success magazine. In previous careers, he's been an English teacher and a classical musician. He lives in Seattle in the USA. More from this author:
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The ad agency has struck again with this strikingly stupid nonprofit ad. 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. Watch their video by clicking on the image opposite. 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 down. 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. Take a look at this one by clicking on video no.2 opposite. 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! © Jeff Brooks's article was first published on SOFII in 2010. |
Video 1. Click to watch film clip.
Video 2. Click to watch film clip. |
Viral needs?
I agree with your overall argument and thanks for the post. I would like to question where the assertion that they appear to be homophobic comes from? I see the costume simply serving as an "other".
This also does raise a question though; how do non-profits make videos that can go viral (which is what I'm guessing was one goal of this; a young and youtube watching audience)? Nobody wants to sit on the internet and watch another ad for a non-profit that is "greatly in need" serving a "really sad" cause.
I have to disagree with you.
I have to disagree with you. Movember has motivated a segment of the population 25-34 year old men who can be difficult to reach. As a 28 year old female, I have multiple friends participating in this, and they are not the type of people who ordinarily participate in charitable work. I don't think they would participate if the campaign didn't push boundaries. They don't want meaningful action, they want to be edgy and silly. And if it raises money in the process-great, but that isn't their main motivation. This is not a campaign targeting the average donor, it can't be judged by the same criteria.
I too disagree
Wow, I totally disagree with you! First, I don't think a big ugly lurking blob that throws the first punch is cute or anywhere near in line with Mickey Mouse or a team mascot. You really missed the point. What the ad achieved was made cancer personal. Did you notice how the cancer smacked one of the friends in the head with a bottle? His friends then kept fighting while their friend lay wounded. It's kind of brilliant really. Especially considering the demographic they're trying to reach. It's an edgy, witty ad. Also, the second ad - with the cancer picking up prostitutes - is meant to give the cancer an even worse reputation. The cancer is depicted as ugly, despicable and disrespectful. The Movember campaign is meant to inspire a movement (among young men!) and not one that is boring or targeted to an older audience. Social Media is critically important these days and these ads will help spreading the message. Sorry, I think you got it wrong.
Think demographic
Jeff, I can absolutely see where you are coming from... It is stupid. But, that is the point. Look at the OldSpice commecials, those are also stupid, yet incredibly engaging to a demographic spanning from 13-35. Here is the beauty of this campaign. They are targeting a youth based market that statistically does not suffer from prostate cancer. And they are doing it well. Kudos Movember, if getting over 600,000 men across the world to grow a mustache isn't good marketing, i don't know what is. If I am not mistaken, Jeff is looks like you are sporting a fuzzy upper lip yourself?
Cause or kitsch?
I agree with most of the comments on here. I think the ad does two things well. One, it kicks off with the real draw of Movember - kitsch value. The handlebar moustaches and costumes that throwback to the Beastie Boys' video for Sabotage would appeal to the target demographic. Second, it links the fun of growing a horrendous moustache to the cause in a relevant way - kicking cancer's ass. Telling a tear-jerking story of someone dealing with prostate cancer would, in my opinion, trivialise growing a moustache (and take away any fun from Movember). Instead, these slightly stupid ads say, "Fighting cancer is rad and facial hair is awesome." Stupid? Maybe. Intangible? Hmmm...maybe it's tangible to the people it's geared to.
Movember ad
The target audience should be 45 to 65, as these are the fellows who are most likely to die, since it usually grows very quickly in this age group and they are the ones putting off discussing with their doctor and being tested. My husband was diagnosed with prostrate cancer at age 53 and had his prostrate removed. 10 years later, he is still cancer free. He began testing at 48 as he had family history. If this ad is really targeting 35 and under, I hope the lesson stays with them for 15 to 20 years when the majority of this cancer is found in its most aggressive form. I do agree that you sometimes have to do something a little off the wall, to get some people's attention.
Target audience
I thought the ad was about fundraising through Movember (rather than awareness). If I misunderstood that then you definitely have a point.
This video is awesome
This video is awesome for the 14-35 year old demographic. Yes, prostrate cancer affects older men, but younger men need to be aware of it and learn how to recognize the warning signs. This younger generation does not want sob stories. They want to feel invincible. They want to kick prostrate cancer's butt.
I don't get the prostitute connection, but it was still funny.Orlando DUI Lawyer
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