Every Last drop: Fuel Up to Fight Prostate Cancer

Client: Orchid

The ‘Every Last Drop’ campaign redefined prostate cancer awareness by meeting audiences where they least expected it – at petrol stations. Funded by a Takeda grant and Astellas sponsorship, our modest yet highly focused budget was strategically deployed to deliver maximum impact through high-visibility, cost-effective placements such as petrol pump branding and forecourt posters.

Our objective was both urgent and personal: in the UK, 12,000 men lose their lives to prostate cancer each year, a tragedy often avoidable with early detection. With awareness of early symptoms remaining critically low, our campaign aimed to educate men over 50, as well as their families, using unconventional, relatable messaging. Inspired by a personal loss, our creative director, Ian Gould, transformed an everyday moment at a Cornwall petrol station into a powerful insight. Observing drivers’ quirky ‘wiggle dances’ to extract every drop of fuel, he drew a striking parallel to the signs of prostate issues. This insight fueled our innovative approach, delivering eye-catching messages like, “Feel like there’s a couple more drops to come out? You could have a problem prostate,” which resonated deeply and sparked conversation. A successful pilot across Sussex resulted in 88% of viewers committing to take action, while media coverage and robust social media engagement – including features on Sussex World and MSN – significantly amplified our message. This campaign not only surpassed its immediate objectives but also laid the groundwork for a national rollout in 2025, setting a new benchmark for health communication and behaviour change.