Not all pricks are unbearable

Research showed that hat a major barrier to checking their risk for Prostate Cancer was the fear of a finger up the bum:  446% of men think that they need to have a rectal exam to get tested for prostate cancer. (It’s actually just a simple blood test)

That provided the jumping off point;  in Paddy Powers signature mischievous style, we’d find a prick of our own to help to land this important health message. Piers morgan was  the perfect  pantomime villain:  a divisive figure that the nation collectively loves to hate. 

We developed a film showing Piers going about his daily life and being a bit of a, well, unpleasant human being. We see him quickly made to look like a fool at the doctor’s surgery as he unnecessarily drops his kecks, whilst the GP administers the blood test muttering “you see, not ALL pricks, are unbearable…”  under his breath

This standalone idea achieved 12m organic views on social  wall-to-wall tabloid coverage and saw 25,000 men checking their risk in the process.