The Alternatives: an awareness campaign for Prostate Cancer Canada recognized on the global stage
11. 01. 2017

The Alternatives: an awareness campaign for Prostate Cancer Canada recognized on the global stage

Integrated campaign brings home 7 awards across multiple categories at the London International Awards

Toronto, Canada – To address the lack of comfort many men still have with the idea of visiting a doctor to get their prostates checked, Prostate Cancer Canada (PCC) teamed up with the fearlessly creative team at McCann Canada to present men with three much more discomfiting Alternatives: doing it themselves, getting help from a friend, or asking mom for assistance.

Conceived and produced by McCann, this bold campaign was intended to trigger a broader discussion about prostate cancer, and to encourage men to talk to their doctor about their personal risk and an early detection strategy that’s right for them, including when to get tested.

The impactful integrated campaign was recognized this week at the London International Awards (LIAs) with 7 trophies across multiple categories including:

5 Silvers

Pharmaceuticals: Use of Copywriting

Radio & Audio: Public Service/Social Welfare, Campaign

Health & Wellness: Campaign

Pharmaceuticals: Campaign

Health & Wellness: Multi-Platform Campaign

2 Bronze

Health & Wellness: Use of Copywriting

Radio & Audio: Script Writing


Radio & Audio: Public Service Social Welfare Campaign

London International Awards (LIA) is a global festival honoring creativity and new ideas in Advertising, Production, Digital, Design, Music & Sound, Technology and Branded Entertainment. The awards, founded in 1986 by President Barbara Levy, began by honoring advertising in the realms of Cinema, Television, Print and Radio, evolving since its inception into 18 unique media types. It was the first truly international advertising awards of its kind to acknowledge all media and methods from all over the world to be judged by a diverse global jury. Every member on each Jury Panel, including the Jury President, judges all entries, excluding their own work, in their respective media. Each Jury has the discretion to award a Grand LIA within the media they are judging.

Since its inception, LIA has been a worldwide Award for creative excellence in all forms of media.  In 2004, the word “Advertising” was removed from the annual competition’s name to reflect the fact that it awards more than just “advertising” in an ever-changing industry.  For a full list of winners, you can click here.

You can see the winning work here: