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Prostate Cancer UK: The Unexpected Hero
Prostate Cancer UK has launched ‘The Unexpected Hero’, a powerful new brand film created by creative agency of record VCCP in a continuation of their ‘It’s About Time’ brand positioning. With a voiceover from David Tennant and a soundtrack by alt-J, the film delivers an urgent and emotional call to stand together and take action: it’s about time we all stood up to the most commonly diagnosed cancer in England. ‘The Unexpected Hero’ was directed by Nicole Pott through VCCP’s content creation studio Girl&Bear Studios. It follows 11-year-old Nikki on a breathless chase to shield her father from a threat he can’t see coming: prostate cancer, symbolising communities coming together against the threat of prostate cancer. Through her, the campaign shows how loved ones and the community around each man have a vital role to play in putting prostate cancer in its place - from helping men know their risk and what they can do about it, to calling on the government for systemic change, raising money to fund ground breaking research, or standing with men through their prostate cancer journey.
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