Though the campaign was inspired by the statistic that over 30 men will die from prostate cancer on Father’s Day, that’s never mentioned in the work. Instead of making us feel overtly sad or guilty, the tribute to eccentric, touching dadisms is done in a tongue-in-cheek yet heartwarming manner. The organization’s intention was to retain a warm, positive tone of voice from its past communications, but this time engaging an indirect audience of prostate cancer: people with dads over 50 who may becoming increasingly concerned about their parents’ health. And the trendiest way to connect with Millennials is through nostalgia, which Prostate Cancer UK has clearly figured out with the flashback footage and ‘90s ballad remake.

The other clever thing about this campaign is its timing. Instead of launching during Prostate Cancer Awareness Month in September with other healthcare marketers, they’ve tapped into another relevant but less expected symbolic time of year when public consciousness is arguably higher.