Cancer trials group ANZUP Australia has launched a tongue-in-cheek campaign aimed at ‘opening up’ the conversation around ‘below the belt’ cancers – penile, testicular, prostate, kidney, and bladder.
To get the conversation going, ANZUP partnered with the country’s best chefs to create #RudeFood – a social campaign that taps into the nation’s collective love of “food porn” and use of suggestive food emojis.
Headed by chef Manu Feildel, some of the biggest names in the culinary world took to social media to share their rude dishes including: Monty Koludrovic, Fast Ed, and Luke Hines.
Close to 30 chefs came on board for the campaign, posting pictures of their suggestive dishes, and sharing personal stories around the illnesses.
ANZUP’s goal is to find preventions and treatments via ongoing research and treatment trials with patients.
The not-for-profit charity has a team of over 1,500 medical professionals, dedicated to helping the 24,000 Australians diagnosed with ‘below the belt’ cancers every year.
ANZUP CEO Margaret McJannett explains said: “The #RudeFood campaign aims to engage men and women in monitoring their health ‘below the belt,’ while learning more about the importance of clinical trial research and how they can get involved”.
ANZUP marketing and communications manager Lucy Byers added: “We engaged Present Company and Rocket Comms with the challenge of building ANZUP’s public profile in the community as well as raising awareness and funds for below the belt (prostate, penile, testicular, bladder and kidney) cancer clinical trial research.
“We were delighted to have the concept of #RudeFood presented to us which was creative and within a modest budget.
“The marketing campaign not only raised awareness but engaged with high profile chefs, restaurants and influencers to disseminate these important health messages through their #RudeFood dish via social media, providing ANZUP with exposure to new audiences.
“We have been impressed with both companies from concept to development through to implementation.”
Present Company’s group account director Hugh Fletcher said: “The #RudeFood campaign leverages the endless share-ability of food. By enlisting the help of high-profile chefs to create provocative dishes, we have sparked interest and awareness about ‘below the belt’ cancers”.