1990s UK: the era of Cool Britannia, hedonism and lad’s mag Loaded – a publication with an 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. The Little Known Facts campaign was designed to prompt action. It was built on 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, founding writer Martin Deeson wrote entertaining articles, placed above urinals in motorway service station toilets. But there was a twist: each article took over a minute to read. If readers were still peeing at the end, they were encouraged to get checked or visit Tackle’s website for further information and support. By placing a familiar voice in a place our audience already give their full attention, the campaign reframed a typically avoided topic in a way that felt culturally relevant and true to the audience, turning a routine moment into a prompt to act. 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 – a large proportion of visitors match the audience we needed to reach. Message delivered. At the right time, in the right place, and in a format designed to get men checked.