Project information
Customer
SPARK
Project
Men against cancer
Year
2025
Work
PR, website, social media
Concept
What men ignore can be life-threatening. Our campaign is a wake-up call - with a clear stance, prominent voices and a message that cannot be kept quiet.
"Men, we have a problem."With this wake-up call, Hanse Merkur, together with yeswecan!cer & Funke Mediengruppe, brought the topic of cancer prevention into the public debate - emotionally, directly and highly visible. Celebrities such as Marcell Jansen, Tim Oliver Schultz, Alina Merkau and Alvaro Soler lend the campaign reach and relevance. Photographer Tobias Schult staged them impressively: honest, strong, up close.
For many young men, it’s a foreign concept. Cancer is seen as something for later—or for other people. Yet testicular, skin, and lymph node cancer primarily affect them: young men who feel invincible. The initiative has shaken this blind confidence among young men—with unambiguous messages, powerful images, and clear language.
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Because the social environment often plays a role in decision-making, the campaign also targets friends, partners, and mothers—through ads, social media, a partnership with McFit, CTV spots, and extensive reach. The campaign kicked off on May 9 at YES!CON, Germany’s largest cancer convention for patients, experts, and influencers. A venue that perfectly matched the message.
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Comprix
Long-term ranking
TOP 3
Member of the GWA - Germany's
leading agencies
