TWO FINGERS BREWING

Raising awareness of prostrate cancer prevention.

Hi, I’m Ed. I’m a planner at Proximity London.

…and I’m a BIG fan of Two Fingers Brewing!

I recently chanced upon some of your sweet Aurelios in Tesco’s beer isles.

Being the nosey parker marketer that I am, I decided to research you online.

And it was great to read the story behind the brand.

I’m well impressed by what you’ve achieved in just

two years.

And it looks like you’ve have had loads of fun doing it along the way.

When I read more about prostrate cancer, I was shocked not just by how many men it impacts,

but how little people know about it.

The reason I’ve got in touch is because I’ve come up with an idea and I thought I’d share it with

you.

Looking into this, I discovered that men have difficulty discussing prostrate cancer because of

its location.

Even more worryingly, men aren’t getting checked-out because its too embarrassing.

In particular, the DRE (Digital Rectal Exam)…

…the one where the doctor puts his finger up your bum!

I’ve come up with an idea to help break the social barriers surrounding “the doctors visit” and to

compel men to take action.

Two Fingers is perfect to raise awareness of the DRE check-up and to break down its taboo.

This because of the Two Fingers name and logo references a bum check!

And because discussing a

bottom check-up in your distinctly

gentlemanly T.O.V. is very

funny.“Arse!”

I’ve distilled this connection between your brand and the DRE into the campaign thought:

Give prostrate cancer the finger.

The campaign idea would be delivered in pubs: building on the conversation you’ve already

started here.

Talking about a finger up the arse is a brilliant way to kick-start the after-work banter and to get men

talking about prostrate cancer!

I’ve created a series of fun, playful and surprising ways in which we can use the pub to deliver the

message.

Bog roll.

Beer mugs.

Pint glasses.

(It reads:

Cheers doc. For giving it the finger.)

Posters.

Staff T-Shirts.

Beer mats.

Ash Trays.

Pinnies.

The whole little set.

All these props would guide people to your website where they could get further information about early prevention diagnosis and how to take

action.

This up-front and in-your-face campaign should create a BIG reaction from the public…

Getting both your name heard…

…and prostrate cancer at the front of everyone’s minds.