TAP INITIATIVE
TAB
Issue 54 | March 2020
Agency
M&C Saatchi
Creative Team
Chief Creative Officer: Cam Blackley Creative Director: Guy Futcher Senior Copywriter: Michael Harris Senior Art Director: Neil Walshe
Production Team
Senior TV Producer: Carolyn Starkey Senior Integrated Producer: Claudia Brookes Photographer, Another One of Those Productions: Scott Davidson Executive Producer, LIDA: John Pannocchia Director, Mint Films: Andrew Seaton Producer & Editor, Mint Films: Nick Mutton Director of Production, Mint Films: Matt Samperi
Other Credits
EGM Marketing & Customer, TAB: Luke Waldren Head of Brand & Marketing, TAB: Kent Madders Senior Marketing Manager, Brand, TAB: Jonathon Rhydderch Marketing Manager, Sport, TAB: David Marsh Chief Strategy Officer: Justin Graham Senior Strategy Director: Nick Jacobs Group Managing Director: Russell Hopson Group Account Director: Jasmina Porter Senior Account Director: Will Woods Account Manager: Kurt Griffin
Date
SEPTEMBER 2019
Background
TAB, Australia’s biggest sports betting company, wanted to spread awareness about a problem that kills 1 in 9 Aussie men: prostate cancer.
Idea
With prostate cancer awareness month coinciding with footy finals, an existing player behaviour, the butt tap was hijacked, and the Tap Initiative was created. Every butt tap by a player became a $100 donation towards prostate research and a reminder for men watching to get their prostate checked.
Results
Butt taps were seen and encouraged by over 17 million fans across TV, radio and social media channels as every player was turned into an ambassador for prostate cancer.