TAB, Australia’s biggest sports betting company, wanted to spread awareness about a problem that kills 1 in 9 Aussie men: prostate cancer. With prostate cancer awareness month coinciding with footy finals, we hijacked an existing player behaviour, the butt tap, and created the Tap Initiative. Every butt tap became a $100 donation towards prostate research, and a reminder for men watching to get their prostate checked. Butt taps were seen and encouraged by 17+ million fans across TV, radio and social media channels as we ingeniously turned every player into an ambassador for prostate cancer.