Pitch Campaign
Keep On Manning On
Redefine "manning on" as masculinity in every form, no warrior clichés, with a once-daily pill positioned as freedom from monthly injections.
Won the competitive pitch.
Win a competitive prostate-cancer pitch with a campaign that honors men beyond their diagnosis.
Prostate cancer can feel like it's destroying your manhood.
We built "Keep On Manning On," a platform that celebrated masculinity in all its forms and framed the once-daily pill as freedom from monthly injections. It stretched from documentary-style films and high-contrast banners to a lifestyle "MANual" microsite, a survivor-hosted call-in show, and a CRM stunt, "Manning Onward to Mars," that encoded your name on NASA's Mars Rover.
Partnered with my copywriter on the core concept and positioning. Created the visual identity, storyboarded and supervised the pitch film, art directed the photography, designed the microsite, and developed the social and Mars CRM extensions.
Praised for handling masculinity with authenticity, and flexible enough to carry awareness, education, and community building.
