Finalist
Prostate Cancer Doesn't Wait: Hyper-Targeting At-Risk Groups with a Bespoke Spotify Activation
Summary of work
As part of AstraZeneca’s New Normal, Same Cancer campaign, GCI Health launched a first-of-its-kind activation: a hyper-targeted audio advert disseminated via Spotify to communicate with black men over 45 about prostate cancer.
In the UK, prostate cancer affects one in four black men during their lives, compared to one in eight of the total male population.
Using a black male voiceover artist with the accent and vernacular most likely to resonate with the target audience, the advert carried the simple message: ‘Prostate cancer doesn’t wait, neither should you’.
The audio advertisement encouraged early diagnosis through awareness of the signs and risk factors associated with the disease and linked directly through to the NHS Prostate Cancer website for more information.
The Spotify ad reached 150,364 men of whom 1,374 clicked through to the NHS website. This click-through rate of 0.64 was ten times the industry average.
As a result of the campaign’s success in the UK the initiative is now being rolled out in the US and Canada.
Judges’ comments
Prostate Cancer Doesn’t Wait resonated with the judges. They liked the use of channels, particuarly spotify. The channel selection was well explained and justified. It was smart and well executed with great outcomes. Overall, a really well executived activity.
