Reason for initialisation

Prostate cancer is the most common cancer in men. What’s more, it’s highly prevalent amongst black South African men who don’t always have access to good healthcare. Prostate cancer is a taboo subject – men don’t like to talk about it and there are many misconceptions around screenings and treatment options resulting in low diagnosis amongst those most at risk.

The primary reason for the campaign is to create awareness of prostate cancer, to open the conversation and encourage men to go for screenings. With early detection, there is a 98% chance of survival.

Campaign objectives

  • Raise awareness about the importance of regular screenings for men over 40
  • Raise awareness that screenings are done with a simple blood test
  • Raise awareness of the benefits of early detection and how it improves the survival rate
  • Challenge stigmas and misconceptions around prostate cancer
  • Drive men and their loved-ones to––a rich and helpful repository of information.

Campaign target market

Primary – Men aged 40 years and older

Secondary – Women who will encourage the men in their lives to get screened

Strategic considerations

  1. Many men have symptoms, but don’t get them checked, G&G needed to drive awareness of the importance of regular screenings.

  2. Prostate cancer is a sensitive topic and is not spoken about due to stigmas, fear and misconceptions about screenings, the disease and treatment options and G&G was tasked with educating the target market.

  3. Non-diagnosis in lower LSM’s needed to be addressed.

Campaign description

G&G created a simple, yet highly effective campaign that launched during November 2018 which is the month when awareness of men’s health is topical.

G&G launched an emotive and thought-provoking video, public relations and influencer outreach campaign to raise awareness of the ease and benefits of regular screenings and that lives can be saved with a simple blood test. The video enticed viewers to go to website where they could get more information on Prostate Cancer, the stages and treatment options.

Details of implementation

Evaluation and results

Time frame of the project: 1 – 30 November 2018

Client testimonial

G&G were tasked with creating a campaign that created awareness as well as engagement. They achieve all this and more through work touched the hearts and minds of South Africans affected by prostate cancer. They continue to bring professional work ethic and invaluable support to us.

Erica Fourie

Brand Manager, The Janssen Pharmaceutical Companies of Johnson & Johnson

Zytiga – 2019 – Breakthrough Work