M&C Saatchi and TAB reveal Tap Initiative

10 September 2019

Advertiser: Tabcorp
Creative Agency: M&C Saatchi (NSW)

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The campaign aims to raise awareness and important funds for prostate cancer during the footy finals period.

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.

“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," TAB EGM marketing & customer Luke Waldren says.

“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.

“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 M&C Saatchi Chief Creative Officer Cam Blackley says.


Luke Waldren - EGM Marketing & Customer
Kent Madders - Head of Brand & Marketing
Jonathon Rhydderch - Senior Marketing Manager, Brand
David Marsh - Marketing Manager, Sport

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

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