Belgian Association Of Urologists: "DRIPPING MONUMENT" Ambient Advert by Famous

Type of Entry: Product & Service
Category: Charities, Public Health & Safety, Public Awareness Messages
Title: DRIPPING MONUMENT
Advertiser/Client: BELGIAN ASSOCIATION OF UROLOGISTS
Product/Service: BELGIAN ASSOCIATION OF UROLOGISTS
Entrant Company: FAMOUS Brussels, BELGIUM
Advertising Agency: FAMOUS Brussels, BELGIUM
Creative Credits
Name Company Position
Christophe Ghewy Famous Brussels Creative Director
Tim Driesen Famous Brussels Creative Director
Joeri Van Den Broeck Famous Brussels Creative Director
Iwein Vandevyver Famous Brussels Copywriter
Tom Jacobs Famous Brussels Art Director
Inge Van Der Haegen Famous Brussels Account Supervisor
Details
Results and Effectiveness:
The reactions were overwhelming. The dripping statue was an item in every possible newspaper and an issue on more than 15.000 websites. Our action got coverage on national radio and tv news. Urologists were interviewed to explain the problem on television. and EU Health Commissioner Markus Kyprianou spontaneously supported our action. But more important: the awareness campaign didn't miss its goal. Our message reached an estimated 85% of the Belgians.
Creative Execution:
We took Belgium’s most famous landmark: Manneken Pis, a small bronze fountain depicting a naked little boy urinating. Simply by lowering the water pressure we turned Manneken Pis into Manneken Drip. To the spectacle, we added a sign reading ‘Having trouble urinating? Have a prostate check today.’
Insights, Strategy and the Idea:
Prostate cancer is the most common cancer amongst men. One of the symptoms is the increasing difficulty to urinate. However, when detected and treated in the early stages of disease, prostate cancer has a cure rate of over 90%. The Belgian Association of Urologists asked us to raise awareness about prostate diseases by convincing men to visit their urologist for a screening. But how can you reach all Belgian men without a media budget?