Highly commended
Every Last Drop: Fuel Up to Fight Prostate Cancer
by Inizio Evoke on behalf of Orchid – Fighting Male Cancer
Summary of work
The ‘Every Last Drop: Fuel up to fight prostate cancer’ campaign aims to save lives by making prostate health conversations as normal as refuelling a car.
Led by Inizio Evoke with Orchid Cancer, Astellas and Takeda, the campaign used a bold and disruptive approach to reach hard-to-engage men while they filled up their cars.
Prostate cancer is the UK’s most common male cancer, killing 12,000 men annually despite being nearly 100% treatable if caught early. Awareness remains dangerously low.
At Sussex petrol stations, life-saving messages prompted men to pay attention to their prostate health. By drawing a parallel between refuelling and prostate issues, the campaign used forecourt advertising to reach men most at risk.
With backing from Astellas and Takeda, the campaign ran across eight stations, generating 3.4 million visual connections and driving action. Results showed 88% of men who saw the ads planned to take action, increasing early detection and saving lives.
Executed on a modest budget, the campaign proved the power of creativity in driving health awareness, breaking taboos and engaging men. Its success has secured strong stakeholder interest, paving the way for a wider rollout in 2025.
Judges’ comments
The “Every Last Drop: Fuel Up to Fight Prostate Cancer” was clever in the way it worked within a local region, with humour involved. It understood how to reach their audience and achieved this. The judges loved the creativity and the targeting.
