Loaded and Tackle Use Humour and 90s Nostalgia to Get Men Talking About Slow Flow and Prostate Health
Loaded has teamed up with Tackle, the UK's leading prostate cancer charity in peer support, to launch a new campaign designed to meet men where they are – literally. Using humour, 1990s nostalgia and recognisable cultural touchpoints, the campaign speaks directly to men now in their 50s – the same men who were reading Loaded in their 20s – encouraging them to pay attention to one often‑overlooked warning sign of prostate problems: slow flow.
Prostate cancer is the most common major cancer affecting men in the UK and the second leading cause of cancer death, with more than 50,000 diagnoses and around 12,000 deaths each year. Yet many men remain unaware of the symptoms or dismiss them as “just getting older”. By combining Loaded’s distinctive editorial voice with Tackle’s user-led expertise, the campaign focuses on slow flow, defined as taking a minute or more to pee – and encourages men who recognise the signs to speak to their GP about a PSA blood test and seek support through Tackle.
Long‑form editorial content appears in motorway service washrooms across the North and Midlands, using surprising facts rooted in ageing, hedonism and 90s culture to draw men in. Each execution is deliberately written to take over a minute to read, longer than it should take to empty your bladder, creating a moment of reflection before revealing the message.
“Rather than relying on generic messaging, the campaign uses nostalgia and self‑recognition to encourage men to engage,” said Danni Levy, Executive Editor, Loaded. “By placing the content in motorway service locations along major travel routes, it reaches men over 50 at moments of natural pause. When nature calls, they have time to read, reflect and absorb the message.”
“Often, a lot of men and trans women either show no signs of prostate cancer, or they delay getting their symptoms checked,” said Paul Davis, Chair of Trustees, Tackle. “With many men putting a slow flow down to getting older, it’s understandable why they wouldn’t associate it with prostate cancer – however we know this isn’t always the case. We’re excited to partner with Loaded and see people's response to the campaign. We hope that by leading with 90s nostalgia will resonate with a lot of people and encourage men to get checked and seek the prostate cancer support they need.”
The campaign is backed by Neil ‘Razor’ Ruddock, former Liverpool and Tottenham Hotspur defender and a recognisable figure of 1990s football culture, now in his 50s, who is supporting the campaign to encourage men not to ignore changes in their bodies or shy away from conversations about prostate health. One execution within the campaign features Goldie, reflecting the cultural era that shaped the audience it is designed to reach. The editorial content was written by Martin Deeson, a former Loaded writer whose work helped define the magazine’s original voice and who remains an iconic cultural commentator of the 1990s.
“A lot of men my age grew up not really talking about health – you just got on with it and hoped for the best,” said Neil Ruddock. “But noticing changes in your body and getting things checked early really matters. If something doesn’t feel right, don’t ignore it. This campaign speaks to men in a voice they recognise, and that’s exactly why it will get people paying attention.”
The campaign is expected to deliver over 3 million impressions through urinal poster placements across motorway service locations in the North and Midlands. It is also supported with digital out of home, continuing the 90s nostalgia theme in and around service stations.
Developed and delivered by Langland, a Publicis Health company, the health communications agency’s role spanned creative, out‑of‑home execution and social media strategy, shaping the idea from initial concept through to real‑world activation and ensuring the message lands with impact where it matters most. A complementary social approach will run alongside the campaign, extending its reach and relevance beyond the physical sites.
Men who are concerned about prostate cancer, including changes in urinary habits such as slow flow, are encouraged to speak to their GP and visit https://tackleprostate.org/little-known-facts/.
About Loaded
Loaded is a British men’s media brand known for its distinctive editorial voice and cultural influence. First launched in the 1990s, it has long spoken to men through humour, honesty and shared cultural reference points. Today, Loaded continues to engage its audience through confident, thoughtful commentary on modern masculinity, culture and life – meeting men where they are and reflecting the issues that matter to them.
More information: https://loadedworld.com/
About Tackle
Tackle Prostate Cancer is the UK’s leading charity in prostate cancer peer support. Operating nationwide, Tackle exists to ensure anyone who is either living or affected by prostate cancer has the support they need. Tackle helps form or strengthen existing peer led prostate cancer support groups in areas and communities that need them the most.
More information: https://tackleprostate.org/
