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Ahead of Father's Day on Sunday, 20 June, Prostate Cancer UK has launched an integrated campaign by BBH.

Spanning TV, digital out-of-home and a partnership with pizza chain Papa John's – which has removed the word 'Papa' from its boxes – the campaign aims to raise donations and help the charity save more dads from the deadly disease.

The social media and TV film, created by Jennifer Ashton and Oliver Short, taps into the "dad dancing" craze on TikTok and YouTube. 

A nationwide out of home campaign will run across shopping malls, pubs, and Clear Channel's large-format Storm network.