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Sh*t mates don’t say

Campaign & Website

Men are 84% more likely to die of preventable cancers than women, and about 100% less likely to talk about their health. Cancer Council NSW wanted to tell it like it is to men aged 35-50, old enough to develop cancer but still young enough to prevent it.




Giving a twist to then viral meme ‘Shit Girls Say’, Shit Mates Don’t Say was an integrated website centred around a fun video piece which hammered home the things men don’t say to each other, but should.

EDMs, social activations, a live Q&A session, ambassador program (involving Bondi Rescue, Scott Cam, Jude Bolton, Annalise Braakensiek and Vashti Whitfield), and a heavy PR component helped grow the campaign.




Being bold paid off. The campaign generated an advertising equivalent of $2.1m and saw a 4% increase in the number of helpline calls from men in the immediate campaign aftermath.

  • Aired on Channel 10 Breakfast Show and Channel 9 Today Show
  • Won at 2013 W3 Awards (Gold and Silver)