Winner
Real Talk: It’s Time To Get Real About Prostate Cancer
by Envision 90TEN on behalf of Ipsen UK and Prostate Cancer Research
Summary of work
Through multistakeholder joint working, Real Talk addressed health inequalities in prostate cancer. As many as 1 in 4 Black men will develop prostate cancer and are twice as likely to die from it as white men. Despite this, many are unaware.
With support from Ipsen, Prostate Cancer Research (PCR) created the campaign concept to break the stigma around discussing prostate cancer, encouraging more Black men to get tested and save lives.
PCR consulted a Black community ‘panel’ comprised of at least 30 Black people and 90TEN delivered the communications campaign. This centred around relatable, humorous video content, supported by creative agency Rhodium, featuring influencers like comedian Aurie Styla and former Premier League player Clinton Morrison.
The multi-channel campaign gained widespread coverage in national, broadcast, and Black community media, and engaged audiences on social media, sparking open conversations about the life-saving potential of the PSA blood test.
The campaign launch period saw the second highest peak of 2024 for online discussions about prostate cancer and the PSA test.
Real Talk also boosted Prostate Cancer Research’s ongoing campaigning for race equity – including calling for a national screening programme for high-risk groups, including Black men.
Judges’ comments
The work from Envision 90TEN, Ipsen and Prostate Cancer Research had a real, clear situation analysis, with great objectives. They really understood the audience and applied this throughout the whole campaign. The outputs were great, as was the cost/benefit. They created some genuine conversations about prostate health, whilst acknowledging the objectives of both parties. They had a shared goal and did something about it. A transparent entry talking about the agencies involved. The impact shone through.
