TAB and M&C Saatchi encourage ‘bum taps’ on the footy field to raise money for prostate cancer

TAB and M&C Saatchi have launched the Tap Initiative campaign to raise awareness, and fundraise for, prostate cancer, starring former NRL player Anthony Minichiello and former AFL player Shane Crawford.

The campaign launches with a 30-second TVC, and will roll out across press, radio, social, in-venue and stadium signage, in partnership with the Prostate Cancer Foundation of Australia (PCFA). The Tap Initiative will see players, in the lead up to finals season, celebrate winning moments on the field by tapping each other on the backside. For each tap, $100 will be donated to the PCFA, with the goal of raising $100,000.

“With September being Prostate Cancer Awareness month, we’re thrilled to partner with PCFA to raise funds and bring awareness to the importance of men getting checked,” said TAB EGM marketing and customer, Luke Waldren.

“People all around the country will be watching the footy finals and with each tap on the behind that happens on the field, a conversation can be sparked at home encouraging men over 50 to take the important step of making an appointment with their GP. To raise funds for the Foundation is a great source of pride for TAB.”

Shane Crawford (L) and Anthony Minichiello (R) star in the TVC

The Tap Initiative campaign is also designed to generate earned media.

Long May We Play celebrates the moments that matter to sports and racing fans and the classic ‘bum tap’ has always been an informal part of footy celebrations, by being the first to monetise it, this initiative will do the important job of drawing attention to men’s prostate health and generate much needed financial support through player engagement,” added M&C Saatchi chief creative officer Cam Blackley.


Luke Waldren – EGM Marketing & Customer
Kent Madders – Head of Brand & Marketing
Jonathon Rhydderch – Senior Marketing Manager, Brand
David Marsh – Marketing Manager, Sport

M&C Saatchi
Justin Graham – Chief Strategy Officer
Nick Jacobs – Senior Strategy Director
Cam Blackley – Chief Creative Officer
Guy Futcher – Creative Director
Michael Harris – Senior Copywriter
Neil Walshe – Senior Art Director
Russell Hopson – Group Managing Director
Jasmina Porter – Group Account Director
Will Woods – Senior Account Director
Kurtis Griffin – Account Executive
Carolyn Starkey – Senior TV Producer
Claudia Brookes – Senior Integrated Producer

Production Company: Another One Of Those Productions Pty Ltd
Scott Davidson – Photographer
Executive Producer: John Pannocchia
TV Production Company and Online: Mint Films
Andrew Seaton – Director
Nick Mutton – Producer & Editor
Matt Samperi – DP

Sound: Rumble Studios


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