TAB launches new ‘Tap Initiative’ campaign for prostate cancer awareness via M&C Saatchi
Following the launch of the all-new brand platform, Long May We Play, TAB and M&C Saatchi have released the Tap Initiative, a campaign to raise awareness, and important funds, for prostate cancer during the footy finals period.
TAB has partnered with the Prostate Cancer Foundation of Australia (PCFA) for the Tap Initiative, which encourages players to celebrate winning moments during play by tapping each other on the behind. For each tap, $100 will be donated to the PCFA with the goal of raising $100,000.
The campaign has been designed to generate earned media and since its launch has been picked up by numerous publications across print, online and broadcast radio and TV.
Says Luke Waldren, EGM marketing and customer, TAB: “With September being Prostate Cancer Awareness month, we’re thrilled to partner with PCFA to raise funds and bring awareness to the importance of men getting checked.
“People all around the country will be watching the footy finals and with each tap on the behind that happens on the field, a conversation can be sparked at home encouraging men over 50 to take the important step of making an appointment with their GP. To raise funds for the Foundation is a great source of pride for TAB.”
TAB ambassadors Anthony Minichiello and Shane Crawford front the campaign which launches with a 30-second TVC supported by ongoing content across press, radio, social, in-venue and stadium signage.
Says Cam Blackley, chief creative officer, M&C Saatchi: “Long May We Play celebrates the moments that matter to sports and racing fans and the classic ‘bum tap’ has always been an informal part of footy celebrations, by being the first to monetise it, this initiative will do the important job of drawing attention to men’s prostate health and generate much needed financial support through player engagement.”
Client – TAB
Luke Waldren – EGM Marketing & Customer
Kent Madders – Head of Brand & Marketing
Jonathon Rhydderch – Senior Marketing Manager, Brand
David Marsh – Marketing Manager, Sport
Agency – M&C Saatchi
Justin Graham – Chief Strategy Officer
Nick Jacobs – Senior Strategy Director
Cam Blackley – Chief Creative Officer
Guy Futcher – Creative Director
Michael Harris – Senior Copywriter
Neil Walshe – Senior Art Director
Russell Hopson – Group Managing Director
Jasmina Porter – Group Account Director
Will Woods – Senior Account Director
Kurtis Griffin – Account Executive
Carolyn Starkey – Senior TV Producer
Claudia Brookes – Senior Integrated Producer
Production Company: Another One Of Those Productions Pty Ltd
Scott Davidson – Photographer
Executive Producer: John Pannocchia
TV Production Company and Online: Mint Films
Andrew Seaton – Director
Nick Mutton – Producer & Editor
Matt Samperi – DP
Sound: Rumble Studios
55 Comments
The new TAB brand revitalisation just keeps kicking goals. Great stuff!
Doesn’t it just! Such ground breaking, clever, clever work. Great ootics and narrative. Jaimes Forgett is a genius!!!!!!!!!!!
WRONG Are you for real? Luke,
Wouldn’t a thumbs up suffice?
In this day and age you are promoting touching people on the ‘behind’? I cannot believe it. Children will be replicating this behaviour, which is totally inappropriate.
Agree… totally inappropriate
You cannot be serious
I know we have to be inclusive but I don’t want anyone touching me
Surely John Hopawate should’ve been the brand ambassador.
Gambling but with a twist! This is such clever, clever work. The opotics and ther narrastive are awesome! Something to be proud of Wait&See.
Not just gambling but inappropriate touching as well! WINNER
Gambling but with a tap! lmaoooo! This is such clever, groundbreaking work. The opotics…ootics… and ther narrastive…story are awesome! Something to be proud of! Yay!
I can’t get enough of this campaign!!!!! It’s awesome. Makes me want to gamble right now. Thank god great creative work is aslive and kicking. Hurrah!
So proud of this work. Gee it’s good. Really strong. So good. Anyone fancy a flutter? Just ace. So much M&C IP here. Wow.
Marvellous stuff that. Let’s definitely gamble more! And let’s definitewly do it because of some adverts. Fookin genius. Seriously. Genius. Best work from M&C in ages.
pish
It’s great to raise money but isn’t that forcing sexual unwanted attention & contact? Just asking! I’m sure not every guy wants to be slapped on the arse, but feels obligated to because it’s for a good cause.
I don’t think they have to put up with that I’m sorry ?
Exactly my first thought, AFL footy is a workplace, you can’t just tap a fellow worker on the bum whenever you feel like it. I love the idea of funds, exposure and awareness for prostate cancer prevention but how about a $100 for every handball, mark or something footy related… ?
Absolutely correct. Sexual touching in this manner, in any workplace, is sexual harassment. It might be a great cause – with the very best of intention – but it is an utterly dreadful and appalling plan. This MUST be stopped, PLEASE.
I struggle to understand how anyone thought this would be acceptable. I don’t care if this is seen as OK – because it ia between consenting adults – because, “Boys will be boys.” Imagine if this was in Woolworths or in an office or in a restaurant – with someone saying, “I’ll pay money to see someone grab her on the arse.”
This is just dreadful…..
Please just donate the money that you budgeted for when you costed this monstrosity of an idea …
From an old bloke who played football for two decades.
Totally inappropriate- good cause but bad idea
Agreed
Could NOT agree more. Disgraceful
This is awesome.
Shit. This is smart. Genuinely wish I’d thought of it.
Good idea.
*maybe I do.
It’s taken years to get the message across to people that it’s never OK to touch anybody on the bum (female or male) for any reason. This poorly thought out campaign is half baked and outdated and will undo all the progress that’s been made Australia in regards to exactly what is appropriate behavior in the workplace or out.
https://www.youtube.com/watch?v=6slScmizrSY
The link seems to be to a show that has nothing to do with the campaign.
But it is always nice to watch something new.
So thanks.
Now that I realise I don’t have to tap my own friends on the arse, I think it’s a genuinely interesting PR idea for a good cause.
It’s a great cause & realise you’re trying to do good but its a bad idea. Sorry but this ‘butt tapping’ is, however minor, actually sexual harassment.
I agree @penelope, it is also quite odd. I just can’t see guys doing this to each other…..
Having seen the TAB’s latest ad on television yesterday, I felt compelled to write this letter to the Minister for Education.
Also sent it to a few current affair programs.
My rant:
Deputy Premier and Minister for Education,
The Hon. James Merlino MP
Dear Sir
I am writing this letter as a concerned mother, grandmother, aunty, friend, godmother, as a past victim of sexual abuse and as an administrator in a primary school.
Yesterday I was horrified to see the TAB’s launch of its new ‘TAP Initiative’ campaign on commercial television.
In a time when we are finally beginning to make a difference in our society against violence, domestic violence, bullying, the coward punch and sexual harassment, TAB and the Prostrate Cancer Foundation launch their latest campaign. This campaign is actively promoting inappropriate behaviours. The TAB will donate money every time a footy player touches another player’s bottom. This inappropriate action will have a detrimental effect on all the work that has been done in this space over recent times.
I cannot even begin to fathom how anybody thought this was a good idea.
I work in a wonderful Primary School where the staff constantly work to teach these young and very impressionable children about respecting one another, about acceptable and appropriate behaviours, about personal space and understanding boundaries, about saying “no” to inappropriate behaviours as well as teaching children to speak up if an individual is feeling uncomfortable about someone else’s actions towards them.
At the school where I work, we have a zero tolerance for inappropriate behaviour and encourage the children to be aware and mindful of all of the above.
The TAB are promoting a campaign which promotes exactly what we are trying eliminate in our school and wider community.
Increasing prostate cancer awareness is essential, however I am pleading with you, as the Minister of Education, to make a stand against the particular way in which this campaign has been delivered.
Yours sincerely
Hear Hear… I Agree… totally inappropriate in this day and age
Agree. This initiative is a disgrace
Hey TAB – having decided to stay firmly in the 19th & 20th Centuries, thus missing out on the information age we in the 21st century enjoy, I see you have missed out on a load of other gambling/enticing opportunities, such as:
Assholes for Archery
Bollocks for Basketball
Cocks for Cricket
Dildos for Darts
Fannies for Football
Gonads for Golf
Hymens for Hockey
Jerking Off for Javelin
Limp Dicks for Lacross
Nipples for Netball
Penis’ for Polo
Rogering for Rugby
Shagging for Swimming
Tits for Tennis
Wanking for Weightlifting
Just – you know, off the top of my head, I am not an over paid, Gin-gargling, pretentious, advertising genius like your guys. However, as my head isn’t buried in the sand, I have heard of #MeToo and you know – treating people with respect & dignity, and you know, if I had a country wide or Global reach with my message it sure as hell wouldn’t be grope a fellow athlete to raise money!
The worlds gone crazy and you’re driving the bus. It’s an existing behaviour that happens in men (and women’s) sport all the time regardless of initiatives like this.
People like you make the world a sad, bleak and lonely place. Soon we’ll eradicate the handshake from society.
She is correct, the back is an appropriate place to pat a colleague to tell them they did a good job. Touching a work colleague inappropriately is illegal and this campaign does encourage this behaviour by normalising it. Tap some people on the bum and they might tap you in the face. If you still call her crazy, I think maybe you are being a little insensitive and a possibly a little ignorant (as opposed to a child educator) about how impressionable children are.
I love that for something that regularly happens on the field is being used to raise money for cancer prevention and I don’t normally judge other peoples interaction with each other, sadly I have a but How about a pat initiative, encourage appropriate workplace interactions? Encourage a pat on the back? Remember all that training to try and teach professional player how to treat women appropriately. Maybe it starts with simple appropriate workplace interactions. Locker rooms are for changing and not interviews and video recording. Pats on backs are appropriate for work and public; bum touches are more intimate and are not necessarily seen as a friendly thing.
I would normally include a name but I have been victim to inappropriate sexual behaviour too many times to highlight myself as a target for simply making a recommendation.
Let’s outlaw the “kiss on the check” too
Gross. Grow up.
Maybe we should outlaw all touching in sport. Or at least have the players ask permission each time they attempt to tackle another player? If they wrap their arms around them without asking that too is sexual harassment. If one player doesn’t want to pack down in a scrum because it involves touching can they just stand to the side? This is a complicated process. It will take lots of letters. And outrage. And plenty of thoughts and prayers.
I’m in complete shock that two well responded organisations have decided to award money for something that may be unwanted sexual harassment. I have three boys that watch every game. I teach them that this act is unacceptable in everyday life and here you are condoning and encouraging it. Please stop this horrific gamble.
Do you teach your three boys not to shake hands, high five or hug on the sports field too?
Freak.
We just saw this ad and felt compelled to comment. We can’t believe in this moment in time that anyone would think this is in anyway appropriate. This is the very definition of sexual harassment. The field is a workplace for players and this encourages unwanted touching from colleagues and normalises this behaviour. We feel like society has taken a step back a decade or two. People who think this is great, it’s harmless or it’s funny are the problem with today’s society and the current football culture.
We support raising funds but not in this way. We are disgusted by this campaign.
This is a dreadful idea. I am actually wondering if this is a test of public backlash – because BACKLASH is the only obvious outcome. I can’t believe that anyone with an ounce of strategic vision could not see that this is utterly inappropriate. Imaging if TAB was paying to Netball players touched on the bottom, or journalists, or medical receptionists, or TAB staff or medical researchers.
I am suspicious that the positive comments here are coming from M&C Saatchi – and possibly someone in TAB – all trying to cover their own arses. This entire campaign is JUST WRONG.
I support awareness and fund raising for a good cause but am shocked by the ‘tap initiative’ because it’s technically encouraging sexual harassment!
I would like to know where I can lodge an official complaint about this ‘initiative’?
I work in a high school where we deal on a daily basis of young people suffering unwanted abuse of many kinds. No one should be forced to be the receiver of physical contact. We need to set a positive example in all our sporting arenas and not encourage, or bribe people (by donating to charity) to make unwanted touching acceptable.
You can stop now. No one is listening.
Gambling and touching inappropriately. Yep. Teachers are constantly having to discourage boys from ‘just being boys’ with inapropraute touching. It has started in schools already. Thanks so much. Totally agree with ‘Outraged’.
What the actual??!! How on earth did our advertising standards allow this blatant (footy societally condoned) ad get onto tv in the first place ? I’m truly shocked.
Why not a pat on the back atleast..
Far OUT.
What a step backwards.
Like most others, I can’t believe this is an ‘initiative’. Could think of other ways to show support but this is not one of them. How about a high 5 or a pat on the back. The most ridiculous thing to try to implement.
Only thing this is good for is publicity. As they say ‘any publicity is good publicity’.
Totally inappropriate!!!!
We were wondering who the moron was that introduced this initiative. If someone taps me on the arse, I’ll turn around and smack him in the gob. What a bloody joke. For such a good cause. I say. DON’T DONATE until a bit of sense is initiated. Get rid of this nonsense.
Why the delay. Are you frightened of the truth
Seriously, how did the fools at this agency think this was a good idea and how did TAB and Prostate Australia sign off on it!
Then again, look at 99% of the ads on Australian TV! Mostly garbage written by clowns that don’t seem to operate in the real world.
The last time I was on this site was when the clowns were talking about how good a KFC ad was with Plucker Duck skating down a hill…yeah, you guys are brilliant!
The only people who think the TAB add is a great idea are the people who came up with it and their colleagues.
You have to love this industry and the ratings company….the ratings company is owned by 10, 9, and 7 and the Ad guys keep the bullshit going convincing clients that millions watch free to air! GOLD JERRY GOLD!
Would it be possible for an AFL player to press charges for sexual assault for being touched on the behind? If it were, would TAB be able to be sued for not only encouraging, but incentivising the behaviour?
Are you seriously having men run round tapping each others butts, why not a high 5 but sorry this is just grosse, noone should be doing this it sickens me watching the add