Dicknames

80% of men have a pet name for their penis, but just 10% have heard of penile cancer and its symptoms. The gap is costing men their lives. 

We enlisted comedy icon Stephen Fry to showcase an outrageous celebration of the nation's 'Dicknames' — from 'Tiny Tim' to 'Big Ben'. He opened up about his own intimate health battle, helping prove laughter is the ultimate tool for getting men to pay more attention to theirs.

Spanning out-of-home, media and social virality, humour helped normalise this last intimate health taboo and directed men to our Pecker Checker... ultimately preventing men from finding out about penile cancer the hard way.

Three Golds in PMi Awards: Disease & Health Awareness; Purpose & Positive Impact; Healthcare Charities, Patient Associations & NHS