The Marie Keating Foundation Wants You to Think of This Campaign When You Pee

The Marie Keating Foundation, in collaboration with creative agency Boys + Girls, has launched a new campaign, 'Pay Attention to Your Pee' aimed at encouraging men to be more mindful of their urination habits, which could be an early sign of prostate issues.

Men, especially those in middle age, often overlook health concerns, especially when it’s something as personal as urination.Yet, they are quick to tinker with other problems—a leaky tap, a sputtering car engine, a faulty boiler. The campaign leverages this insight between men's instinct to fix everyday issues and the need to be proactive about their health. The VOD highlights the potential early warnings of prostate issues using humor and a troublesome hose to grab attention.  

Dean Ryan, senior art director at Boys + Girls, commented: "Men are willing to fix everything except themselves. With this campaign, we want to change that mindset by using humor to encourage men to take their health seriously. We pee everyday, why not use that time to check our stream? Paying attention to your pee could save your life, and we want that message to resonate across the country. "

'Pay Attention to Your Pee' campaign reframes urination changes as important health signals rather than embarrassing inconveniences. By highlighting the symptoms and normalizing discussions around urination it aims to make the topic more relatable, less taboo and encourage early detection and action. The campaign is a multi-channel initiative designed to reach men across various platforms.

The OOH employs creative typography that takes on the characteristics of the symptoms of prostate cancers -  delivering the message in a visually striking way. These billboards and digital OOH are designed to fuel men with the individual symptoms and information they need to have discussions and spread awareness. 

Urology Nurse Specialist and Director of Nursing Services at the Marie Keating Foundation, Helen Forristal explains: “Men typically get a bad reputation for not speaking about their health, but when resources and supports are put in place, we see that this is not the case, and men love to talk and learn from each other. 

The audio and radio too took on the characteristic of prostate cancer signs with comedian Karl Spain adding a light-hearted angle to the serious topic, incorporating the sound of a 'tinkle' to grab attention. This creative use of sound effects and performance to portray symptoms together will help men to listen for cues during their own daily trips to the loo. 

With these integrated elements, the Marie Keating Foundation and Boys + Girls aim to break the stigma around prostate health, making men more proactive in seeking advice and support. The campaign transforms a common bodily function into a reminder for health vigilance, urging men to take steps that could ultimately save their lives.

Helen Forristal continues: "Our message this year is a simple one, if you are 50, ask your GP to consider checking your PSA levels. If you are between 40-45 with a family history of prostate or breast cancer, have that conversation. It could save your life.”