1990s UK: the era of Cool Britannia, hedonism and lad’s mag Loaded – a publication with an unapologetically irreverent, humorous tone that resonated with a generation of young men. Today, those men are in their 50s, at increasing risk of prostate cancer, and exactly the people prostate cancer charity Tackle needed to reach. They’re also one of the least likely groups to engage with traditional health messaging, particularly around sensitive issues like prostate health. Little Known Facts started with the simple insight that taking over a minute to pee (known as ‘slow flow’) can signal prostate issues. And the fact that people can read about 200 words in that time. Using Loaded’s distinctive voice, we placed entertaining articles above urinals in UK motorway service station toilets. But there was a twist: each article was written to take just over a minute to read. If readers were still peeing at the end, they were encouraged to get checked or visit Tackle’s website. The writing not only carried the message – it also became the mechanism for behaviour change. Authenticity was critical. The articles were written by Loaded’s founding writer Martin Deeson, whose work helped define the magazine’s original voice. He combined surprising facts, 90s cultural references and the magazine’s trademark irreverence to draw men in and keep them reading until the message landed. By placing a familiar voice in a place men already give their full attention (above urinals in motorway services), the campaign reframed a typically avoided topic in a way that felt culturally relevant and true to the audience. The articles are expected to deliver over 3 million impressions from motorway service locations across the North of the UK and the Midlands, where over 40% of visitors are aged 50+, 61% are male and 77% use the toilet, closely matching the audience we needed to reach. Message delivered. At the right time, in the right place, and in a format guaranteed to get men’s undivided attention.