{"id":20386,"date":"2025-08-14T17:21:53","date_gmt":"2025-08-14T16:21:53","guid":{"rendered":"https:\/\/www.vccp.com\/uk\/?post_type=work&p=20386"},"modified":"2025-08-16T11:29:56","modified_gmt":"2025-08-16T10:29:56","slug":"the-unexpected-hero-prostate-cancer-uk","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/prostate-cancer-uk\/the-unexpected-hero-prostate-cancer-uk","title":{"rendered":"The Unexpected Hero"},"content":{"rendered":"
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Prostate Cancer<\/strong> launches \u2018The Unexpected Hero\u2019, a powerful new brand film created by creative agency of record VCCP<\/strong> in a continuation of their \u2018It\u2019s About Time\u2019 brand positioning.<\/p>\n

With a voiceover from David Tennant<\/strong> and a soundtrack by alt-J<\/strong>, the film delivers an urgent and emotional call to stand together and take action: it\u2019s about time we all stood up to the most commonly diagnosed cancer in England.<\/p>\n

\u2018The Unexpected Hero\u2019 was directed by Nicole Pott<\/strong> through VCCP\u2019s content creation studio Girl&Bear<\/strong><\/a> Studios<\/strong>. It follows 11-year-old Nikki on a breathless chase to shield her father from a threat he can\u2019t see coming: prostate cancer, symbolising communities coming together against the threat of prostate cancer. Through her, the campaign shows how loved ones and the community around each man have a vital role to play in putting prostate cancer in its place – from helping men know their risk and what they can do about it, to calling on the government for systemic change, raising money to fund groundbreaking research, or standing with men through their prostate cancer journey.<\/p>\n

Prostate cancer is the most common cancer in men. 1 in 8 men will get it, and if you\u2019re Black, your risk is double. Despite it being curable if found early, 12,000 dads, brothers, sons and mates die from the disease each year, and there is still no national screening programme. It shouldn\u2019t be this way, and this campaign people all across the UK to join us, and stand together to take this challenge head on.<\/p>\n

Running across TV, radio and out of home, the campaign speaks directly to 45-60-year-old men – many of whom are reluctant to make a fuss, but are precisely the ones at risk. It also reaches out to their wider network: partners, friends, families and colleagues with the aim to help drive change.<\/p>\n

Many involved in the creation of the film have been directly impacted or have had someone close to them affected by prostate cancer. This included nurse Michael Lewis<\/strong> from the West Midlands, who makes a cameo appearance in the film and himself has had successful treatment for the disease. Michael said: \u201cI consider myself lucky – my cancer was caught early, but for so many men it isn\u2019t found until it\u2019s harder to treat. Like this ad says, it\u2019s about time more men knew about prostate cancer, and it\u2019s about time we had an early detection programme. Prostate Cancer UK<\/strong> is a charity close to my heart, so I\u2019m hugely excited to be a part of this ad. It\u2019s so important to break the stigma of this disease, and by talking about it and being in the ad I hope I can help do that. We can put prostate cancer in its place and help save more men\u2019s lives – lives like those of my friend, who wasn\u2019t so lucky, but saved my life.\u201d<\/p>\n

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The campaign follows last year\u2019s successful campaign \u2018A Future Full of Good Things\u2019 which aimed to get more men a potentially lifesaving early diagnosis by encouraging them to use Prostate Cancer UK\u2019s 30 second online risk checker.<\/p>\n

The campaign will run nationwide, with media planning & buying handled by MI Media<\/strong> and PR managed by Prostate Cancer UK.<\/p>\n

\u2018The Unexpected Hero\u2019 is the latest campaign within the charity\u2019s brand platform, \u2018It\u2019s About Time\u2019, which seeks to empower men, and their loved ones, to take a stand against prostate cancer. The driving force behind the platform is righteous indignation, a sense that too many men are still dying needlessly, to create urgency at this critical moment in time.<\/p>\n

Ali Day, Director of Communication at Prostate Cancer UK<\/strong>, said: \u201cProstate cancer is the most commonly diagnosed cancer in England, yet awareness and urgency still lag behind. With \u2018The Unexpected Hero\u2019, we wanted to show that men are not alone – they\u2019re supported by families, friends and communities. To get this message across most powerfully, we picked the person you\u2019d least expect to be chasing prostate cancer, a young girl. She represents us all and her voice is our voice. This campaign is a powerful statement that we\u2019re facing up to the growing challenge, but we can\u2019t take it on alone. If we\u2019re going to campaign for an early detection programme, fund lifesaving research and put prostate cancer in its place, we need more of us to stand together. So that no man has to face prostate cancer alone.\u201d<\/p>\n

Jim Thornton, Executive Creative Director at VCCP<\/strong>, added: “As a man of a certain age, I’m all too aware how prostate cancer creeps up on us blokes without any warning and kills 12000 of us a year. But not everyone’s as aware. The team have brought this silent killer vividly to life to show how family and friends have a really important role to play in trying to keep their men safe. We all need to join Prostate Cancer UK and get righteously indignant about this colossal and unnecessary loss of life, and the loss of dads, uncles, grandads, brothers and cousins to their families.\u201d<\/p>\n

Actor, and voiceover in the advert, David Tennant<\/strong> said: \u201cProstate cancer is the most common cancer in men. It\u2019s curable if found early, but right now there are far too many men being diagnosed late. That\u2019s why I\u2019m proud to support Prostate Cancer UK and help raise awareness of this disease which 1 in 8 men will get. Early diagnosis saves lives.”<\/p> \t\t<\/div>\r\n \t\t\r\n <\/div>\r\n \r\n <\/div>\r\n<\/section><\/div>\n\n

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