Advertising about delicate health issues is usually straightforward and often sober. But it occasionally takes a humorous approach, as it did in a campaign last year for the Prostate Cancer Foundation by Kirshenbaum Bond Senecal & Partners, New York, part of MDC Partners. A commercial introduces “The Prostate Czech,” a stocky Eastern European man wearing a tracksuit and a latex glove who offers exams to random men — and gets no takers.
Now humor is being used on an even more unlikely topic: suicide prevention.
A campaign based in Colorado aimed at men ages 25 to 64 introduces a fictional therapist, Dr. Rich Mahogany, an affable, mustachioed, middle-aged man whose personality might be described as Dr. Phil meets Ron Burgundy, Will Ferrell’s fictional anchorman.
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