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.
Credits:
TAB
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
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
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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I’m not sure this will go down well…
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The race to the ‘bottom’ continues…
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Could PCFA also stand for … Pat Cheeks For Alms?
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https://www.youtube.com/watch?v=6slScmizrSY
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Stupidest idea ever. Would TAB pay to see a nurse get grabbed on the arse? How about a hairdresser, bar attendant, flight attendent or a shop assistant? This dumb idea in trying to normalise sexual harassment in the workplace. Just donate the $100,000 and write this off as a dreadful mistake.
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Thought this had to be a joke – sexual harassment anyone?
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Why not just go the whole way and have ‘finger up the bum’ day?
Oh! Someone already did that.
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TAB want to pay to watch NRL players to touch each other inappropriately “with a goal of raising $100,000.” Bull shit. The money is already in the budget. NOTHING needs to be raised. This is a campaign promoting gambling in sport. To promote gambling in sport, these dumb clunkers have chosen sexual harassment and sexual assault as their delivery vehicle. For goodness sake! Kids emulate their heroes. This campaign is sadly misguided. We all understand that the prostate gland is unfortunately located. Touching men on the bottom for entertainment is not a reasonable thing. Touching ANYONE on the bottom for entertainment is not a reasonable thing.
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This is just so wrong, i was sexually assaulted by a 45yr old school footy coach at 15yrs old by being felt up on the ass in the 90s playing footy. You guys need to seriously sack your media staff. If i played footy and a team mate touched my ass for any reason he would be in hospital for me beating him within an inch of his life.
Bad move NRL @ AFL period !!!!
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I can’t believe people are saying sexual harassment, obviously they haven’t watched ad proper, great thing to do, lost my father in law 19 yrs ago to PC, and my dad has been diagnosed. Grow up people and donate
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I hope your father will be OK. Cancer research is always worth funding. It’s the “touching the arse” part that is wrong. The sponsor could easily donate their money for tries, scrums, kicks – it doesn’t matter. TAB does NOT need to make arse-grabbing a condition for payment. This was a deliberate and informed choice made by TAB when they stupidly to agreed to the dodgy campaign proposed by M&C Saatchi. I would be equally appalled if TAB wanted to sponsor Breast Cancer Research by promoting that female football players should be touched on their breasts. Would you support school teachers or office workers being touched on the bottom to raise money for Colon Cancer? TAB should just donate their money unconditionally – without promoting sexual harassment. Sexual harassment in the workplace really isn’t funny – despite what simpletons at TAB may have been told by the advertising agency.
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Why is this Sexual Harassment? I know it can conveniently be classed as sexual harassment if someone wants you out of the workplace or wants to make easy money. This is a part of human interaction like a slap on the back or a pat on the shoulder or a firm handshake or even just a nod and a wink. How many times did any of you recieve any of those or even a smack on the bum from mum or dad or anyone else in life for either being cheeky, naughty or just doing a good job? Have you had them charged with “sexual Harassment”? I have seen Prime Minister Gillard do a bum tap in parliament so why haven’t any of you been stupid enough to make a mountain out of that molehill like you are now. Get over yourself and stop being so regressive.
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As a person who has been touched without permission more times than I can count, I have to say.. what the actual fuck?
Encouraging more unnecessary ‘tapping’ of someone’s arse seems absolutely stupid. Especially as an ad campaign. Whoever came up with this idea is an idiot.
Blokes by this stage (2019) should be well aware they have a prostate gland that might play up. They (if they give a shit about their own health and/or people who love them) have lots of options to act in a positive way. Or at least one that doesn’t involve touching another person without reason/permission/sense.
This ad is bloody stupid. Imagine trying to encourage women to get breast screening done by walking up and giving them a boob squeeze, ffs. Just moronic.
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Slapping men on the ass is very gay and it’s also assault. People have been prosecuted for slapping people on the ass so you shouldn’t encourage it.
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OMG I couldn’t believe it when I glanced at the telly to see people touching each other’s butts in the name of prostate cancer. The MeToo movement seems to have happened while the TAB and M&C Saatchi muppets were all living together under a rock. My Dad died from prostrate cancer and there is absolutely nothing about this campaign that would have made him go and get checked. NOTHING. Muppets.
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