Dads might make us groan with bad jokes, but its a groan of appreciation. With 11,500 men dying from prostate cancer each year, and over 30 men estimated to die this Father’s Day alone, Prostate Cancer UK has created a campaign that is an Ode to Dads and a reminder to get checked out in the run-up to Father’s Day.

The two-minute hero film from BBH titled ‘Ode to Dads’ is a candid video and photography show of real fathers getting up to typical dad behaviour; bad jokes, dad dancing, inept DIY and obsessive vinyl ordering. Set to a soundtrack of “She’s the One”, originally by World Party and famously covered by Robbie Williams, audiences are also shown some more moving moments too, from a father offering his broken-hearted daughter a shoulder to cry on, to the dad who gently tends to his child’s scraped knee. An end message reads ‘Imagine a day without our dads.’

Greg Edwards, 63, has been through his own prostate cancer journey and is featured in the “Ode to Dads” film. He has been with his partner for 17 years; and her dad helped him during his diagnosis as he had also previously been affected by the disease. He said: “When the opportunity came to support Prostate Cancer UK’s new Father’s Day TV campaign, I was delighted to help. I am one of the 1 in 8 men who will be affected by the disease, having been diagnosed in 2015. My partner’s Dad went with me for the operation to remove the cancer and having him there to lean on was really important for me, particularly as he’d been affected by prostate cancer too. I know I’m lucky to be here, and I’ll get through with the support of my friends, family and of course my father-in-law.”

The film acts as a sobering reminder of how many people are robbed of being with their dads because of prostate cancer. The inspiration for the campaign comes from charity’s “Men, we are with you” promise.

Campaigns like this aim to raise awareness and vital funds for lifesaving research to help diagnose prostate cancer earlier. The campaign is particularly aimed at an audience of people with Dads over 50 who might be more conscious about their ageing parents’ health.

“Our campaign has been created to remind people what they would miss in a world without dads, tapping into the public conscious at this poignant moment in the year to encourage a wide and diverse audience to join us and donate to lifesaving research. These funds are vital in developing an effective screening programme that can accurately test and diagnose men earlier, which could save thousands of lives each year and help give more men more Father’s Days.” explained Ali Day Director of Communications at Prostate Cancer UK.

Prostate Cancer UK is working with the NHS to make sure men get access to breakthrough tests and treatments. A 30-second online risk checker is available at prostatecanceruk.org/risk-checker. Support the Father’s Day campaign here.