Finalist
The Unmentionables: Unfiltered Conversations on Prostate Cancer
by Spectrum Science for Accord Healthcare
Summary of work
For many men, the beginning of treatment also signals the beginning of the unmentionable side of prostate cancer. Incontinence, sexual dysfunction and emotional turmoil can quietly dismantle their sense of identity, yet these are the topics least likely to be raised in clinic or in conversation at home. Most existing support focuses on diagnosis, risk and treatment decisions, leaving a silence around what happens next – and only an estimated 1–2% of men ever walk through the door of a formal support group.
The Unmentionables: Unfiltered conversations on prostate cancer set out to change that. Co-created with men living with prostate cancer, a caregiver and healthcare professionals, it delivers peer-led, unflinchingly honest conversations about the most personal consequences of the disease. Hosted by prostate cancer advocate Jeff Stelling, a four-part podcast series, available on free, familiar platforms, mirrors the candour of a support group men can access privately, whenever they are ready to listen.
Crucially, the programme does more than talk. A personalised, interactive discussion guide turns listening into action, helping men reflect on their own priorities and prepare for consultations and difficult personal conversations – moving taboo topics from unspoken anxiety to shared decision making.
Judges’ comments
This was a really solid campaign, with good branding and useful supporting materials. It was honest and authentic, with good rationale and intent, and a clear understanding of unmet need. Using a podcast was a good way to represent the intimacy of the patient groups – they did well with what they set out to achieve.
