Finalist
Manversation
Summary of work
In the UK, about one in eight men will get prostate cancer in their lifetime.1Having conversations about prostate cancer and its symptoms can make a difference to the way the disease is managed, the patient’s day-to-day life and the long-term outcome of his disease. Manversation is a national campaign, funded by Bayer and supported by prostate cancer charities, Orchid and Tackle, that aims to raise awareness of the symptoms of advanced prostate cancer and encourage men to have conversations with their families, and ultimately their healthcare professional, as soon as they experience them. The campaign targets men with prostate cancer and their loved ones, with content specifically designed to help generate online and offline discussions on the importance of men tackling these tough ‘Manversations’.
In 2019, the campaign focused on supporting the sons and daughters of men with prostate cancer to feel better equipped to have a conversation with their father about his symptoms. The campaign helped to raise awareness by securing national broadcast coverage which reached a potential audience of >4,870,000 and was able to engage hundreds of men with prostate cancer and their families via a multichannel campaign to offer them support in having Manversations.
Judges’ comments
The in-depth use of both qualitative and quantitative research generated robust data and fresh insights to build on this ongoing campaign. This research clearly shaped the content which had a genuinely positive impact in helping children engage their fathers in conversations about prostate cancer.
