Role: Director of Brand Strategy and Copywriter
Client: Prostate Cancer Foundation
Agency: Possible
Strategy & Creative
After conducting focus groups with both cancer survivors and men generally, what became abundantly clear was that the topic of prostate cancer was not one easily talked about by dads. But children want to be proactive. Enter baseball. For over a hundred years, it’s been the quintessential bond between fathers and sons. We sought to aim a story of warm memories at the most receptive audience and break down the barrier. Special thanks to creative director Aaron Howe for letting me pen this, and to Paul Szymanski, account director extraordinaire, for keeping the impossible humming. The spot was broadcast during the 2015 MLB Home Run Challenge.
