IIn the pub, men stand side-by-side a lot. In fact, 52% of men feel most comfortable discussing personal things that way, rather than face-to-face.
So, when Greene King wanted an awareness campaign for their support of Macmillan Support Line during Prostate Cancer Awareness month, we made that core to our idea.
The campaign was backed by research into men sharing health concerns with each other, and encouraged friends to talk to their friends and use Macmillan Support Line.