Procure World Cancer Day

Give a sit

Agency: Rethink


As World Cancer Day unfolds for its 20th edition, ​PROCURE​, an organization entirely dedicated to the fight against prostate cancer, in partnership with Rethink created the first connected chair that can raise funds simply by sitting down. The “Give a sit” initiative has been inspired by two typically masculine statistics: 20% of cancer cases in men are prostate cancer. And 80% of men keep their wallet in their back pocket.
The seat of the chair has an integrated NFC contactless payment system (Near-field communication) that can automatically collect a small donation every time a man chose to sit on it. The NFC contactless payment system is identical to those found on payment terminals in store. The terminal accepts debit and credit cards that are in the wallet of the donor, and can even accept donations from phones. The donor can choose the value of their donation beforehand.

This professional campaign titled 'Give a sit' was published in Canada in February, 2020. It was created for the brands: Procure and World Cancer Day, by ad agency: Rethink. This Experiential medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 4 years ago.


Advertising Agency: Rethink, Canada
National Creative Direction: Chris Staples, Ian Grais
Creative Direction: Xavier Blais, Maxime Sauté
Copywriting: Raph Côté
Art Direction: Edouard Coune
Production: Marie-Pière Poulin, Katia Dupuy
Account Services: Catherine Blouin-Mainville, Alex Lefebvre
Production house: Nova film
Director: Julien Roy
Director of photography: Antoine Caron Producers: Alexis Dubosc, Charles Gaudreau
Post-production: Nova film
Sound studio: Studio Expression
Technology: Philippe Nadeau / Cortex


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