Prost8 “Dodge The Finger”: The World’s First Bum‑Controlled DOOH Campaign

When it comes to attention‑grabbing advertising, few have done it quite like Prost8 UK. The prostate cancer charity has launched what’s believed to be the world’s first bum‑controlled digital out‑of‑home (DOOH) campaign, tackling one of the biggest misconceptions around prostate cancer testing—with humour, creativity, and cutting‑edge technology.

Created by TBWA\MCR in partnership with Ocean Outdoor, the campaign titled “Dodge The Finger” flips expectations on what health awareness advertising can be. Instead of scare tactics, it invites playfulness—literally asking men to get off their seats and use their backsides to control a game on a digital billboard.

Making Prostate Cancer Awareness Fun (and Impossible to Ignore)

The campaign’s interactive centrepiece is a retro‑style arcade game where players use Ocean Outdoor’s skeletal tracking technology to control a virtual bum. The goal: dodge the digital fingers on a massive screen.

This cheeky approach doesn’t just make people laugh—it starts conversations about prostate health. Many men still believe prostate checks involve an uncomfortable examination, when in reality, the PSA test is simply a blood test. That’s the myth Prost8 wants to shatter.

“Thanks to the creative brilliance of TBWA\MCR and the extraordinary reach of Ocean Outdoor, this campaign will help tens of thousands of men survive prostate cancer better,” said Prost8 founder and CEO Paul Sayer.

A DOOH Campaign With European Reach

The “Dodge The Finger” campaign doesn’t stop at one screen—it’s lighting up major DOOH sites across Europe’s biggest cities, proving the power of premium outdoor digital media to spread important public health messages.

Activations include:

• Printworks, Manchester – March 4

• Westfield Stratford City, London – March 14

• With messages appearing on major European screens including Amsterdam’s Leidseplein, The Halo in Stockholm, Iconic in Copenhagen, Lepakko in Helsinki, Centro Lights in Oberhausen, and Landsec’s Piccadilly Lights in London.

To coincide with football match days for Manchester City and West Ham, the campaign taps into moments when male audiences are most engaged, making the messaging timely and highly targeted.

When Creativity, Technology, and Purpose Collide

Winning the Gold prize in Ocean Outdoor’s Digital Creative Competition and later the European Grand Prix, the campaign represents a new level of innovation in DOOH advertising. It proves how interactive digital screens can blend gamification, humour, and public health messaging to create both impact and awareness.

Lisa Nichols, Executive Creative Director at TBWA\MCR, summed it up perfectly:
“To be able to say that you’ve created the world’s first ad controlled by a bum is something any creative agency would jump at. But using it to help save men’s lives—that’s even better.”

This campaign follows TBWA\MCR’s 2023 success, “The Other Prostate Check,” which began Prost8’s mission to challenge stigma around prostate exams. The latest evolution brings a lighter, more interactive touch to a serious topic.

A Bold New Chapter in DOOH Creativity

From a marketing perspective, Prost8’s DOOH blitz highlights the medium’s growing potential for public health campaigns. By combining real‑time technology, humour, and social engagement, it not only reaches audiences—it invites them to play a part.

Helen Haines, Ocean Group’s Director of Strategic Projects, noted:
“Using humour on Europe’s biggest screens is a powerful way to connect with the men who need to hear this message.”

As Europe’s most talked‑about DOOH campaign of 2026, “Dodge The Finger” reminds us that even the most serious subjects can benefit from a bit of levity—especially when it saves lives.