Finalist
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
Real Talk addressed a public health crisis in prostate cancer facing Black men. 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.
To address this head on, Real Talk aimed to break the stigma around discussing prostate cancer, encouraging more Black men to get tested and save lives.
Real Talk tackled this serious issue in a relatable way, using the familiarity of a barbershop setting to deliver impactful, shareable video content across multiple channels. Partnering with influencers like comedian Aurie Styla and former Premier League player Clinton Morrison, the campaign engaged the community through a uniquely authentic approach, co-created with the Black community.
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
Envision 90TEN, Ipsen and Prostate Cancer Research have created a brilliant campaign using cultural insights to connect with its audience in an authentic and collaborative way. The barbershop strategy was great and the team clearly defined, and reached, its target group. The national media coverage was excellent and the judges were impressed by what was achieved with such a modest budget.
