Up Yours | Budweiser

Prostate cancer is the third leading cause of death in American men. It is easily treated with early detection, but prostate screening is highly stigmatized.

Budweiser, positioned as America’s manliest beer brand, launches an integrated campaign in partnership with prostate cancer awareness group Blue September, to destigmatize prostate screening.

This is one of the first pieces of work I put together in ad school, and I would fully revise all the executions today. Instead I still include it as I love the alignment of Budweiser and destigmatizing prostate cancer; a social good with real relevance to the brand and the target audience.