Dodge The Finger: Prost8’s cheeky new campaign

A flying backside is being pursued by a hostile finger across one of the world’s largest LED screens in the heart of London’s West End. What chain of events could possibly have led to this moment? How did a prostate cancer charity become the catalyst? And how is Solopress helping bring this cheeky interactive game to audiences across the country? Let’s get to the bottom of how this playful but purposeful story unfolded.

Supporting Prost8 from the bottom up

Solopress has worked alongside Prost8 and its founder Paul Sayer for several years, helping the charity communicate its message through print. Paul established the charity in 2018 after being treated successfully for prostate cancer. He felt incredibly fortunate to be among the very small proportion of UK patients to be offered focal therapy, after connecting with Professor Hashim Ahmed of Imperial College London.

This targeted treatment is able to destroy tumour cells while avoiding damage to surrounding nerves and healthy tissue and reducing the risk of life-altering side effects. Paul’s experience left him with a desire to raise awareness, not only of the disease itself, but of the treatment options available.

Prost8 Today

Skip forward to the present, and Paul’s dedication has led Prost8 to raise much more than awareness. The charity now funds the installation of ‘focal suites’ bringing focal therapy to UK hospitals. In 2023, the charity was able to fund its first High-Intensity Focused Ultrasound (HIFU) unit at Royal United Hospitals Bath, and a further unit in King’s Lynn in 2025. Planned installations in Fife and Liverpool will bring the charity closer to their goal of fourteen suites, one in every NHS cancer care region.

Much of Prost8’s work takes place out in the real world. Marathons, mud runs, gala dinners and fundraising events rely on printed materials that help supporters spread the message and encourage participation. Over the years Paul has turned to Solopress for ideas on how print can help bring those events to life. Given that shared history, we were pleased to see Prost8 take its message in a new direction with Dodge the Finger, an imaginative campaign aimed at correcting a very fundamental misconception about testing.

Forget about DRE

A common belief is that prostate screening involves a DRE, or Digital Rectal Examination. In reality, the first step is far simpler. Trousers stay on, and the only fingers involved are those taking a blood sample from the patient’s arm. A lab test then checks the PSA (prostate-specific antigen) level in the sample. The amount of this protein in the blood gives doctors an indication of prostate health without the need for invasive examination.

In June 2025, the British Association of Urological Surgeons called for an end to routine DREs, describing the procedure as both inaccurate as a diagnostic technique and off-putting to at-risk men. As a result, the PSA blood test has become the standard first-line test.

Despite this shift, old assumptions persist. The prospect of the dreaded finger creates hesitation and embarrassment, discouraging many men from engaging with prostate health, an issue Prost8 is working hard to address.

The Dodge the Finger campaign tackles that myth directly. By turning the fear into a playful interactive game, Prost8 uses humour to start conversations and let men know that a prostate check might not be the ordeal they suspected.

Getting to the bottom of it

To challenge that misunderstanding, Prost8 worked with creative agency TBWA\MCR on a campaign that tackles the myth directly. If many men still believe prostate testing involves a finger, why not turn that fear into a game and make the joke impossible to ignore?

The result is Dodge the Finger, an interactive game played on the vast curved display at Piccadilly Circus. Using Ocean Outdoor’s skeletal tracking technology, players control a cartoon backside on screen by moving their own backside. Shift your hips and the on-screen bum follows, dodging incoming fingers as they sweep across the display.

Taking the game on the road

While the Piccadilly Circus screen creates a striking spectacle, the challenge was how to bring the game and its message to audiences across the country. This is where Solopress was able to assist.

Working with Prost8, we helped create a set of printed materials designed to support the travelling version of the experience. Exhibition Stands, Roller Banners and a specially designed Floor Sticker help recreate the moment wherever the game appears.

The Floor Sticker features the campaign’s distinctive bum graphic, marking the spot where participants should stand to allow the motion tracking to read their movements. In other words, it shows players where to position themselves so that they can control the virtual bum with their actual bum.For those keen to see it first-hand, the game has also appeared at major public locations including Manchester Printworks and Westfield Stratford City in London. We caught up with Paul and his team at the Stratford showcase to see the setup in action and have a go on Dodge the Finger ourselves.The presence drew steady attention throughout the day, with passers-by stopping to watch before stepping up to take part. The combination of movement, humour and scale made it immediately clear that this was not a typical awareness campaign.

Visitors engaged quickly with Dodge the Finger, and conversations followed just as naturally. It surprised many to learn that prostate cancer testing now begins with a simple blood test rather than the procedure they had assumed. That moment of realisation is exactly why Prost8 launched this campaign.

The result was a steady flow of interaction and discussion, with Dodge the Finger prompting people to stop, take part and consider the message behind it.

Check it out yourself, then get yourself checked out!

You can watch gameplay footage and concept films showing the interactive billboard in action through Prost8’s Instagram, Facebook and YouTube platforms. The charity’s website also provides the medical context behind the idea, explaining how PSA blood testing works and why early detection is so important.

Remember, there’s still no national screening programme for prostate cancer in the UK, so there’s no point waiting for a letter to land on the doormat. However, men over 50, or over 45 and facing a higher statistical risk, have the right to request a free PSA test from their GP. So if you’re eligible, it’s a good idea to get your finger out, and get a finger-free test!

If you’ve had a prostate cancer diagnosis and you’re struggling to navigate your way through the system, you can contact Prost8 at [email protected]. Their guidance will help you understand which treatments may be available to you.