Finalist
Movember - ‘Let’s Talk About Sex’. Launching First of its Kind Clinical Guidelines to Drive Excellence in Sexual Health Care in Prostate Cancer
Summary of work
In 2017, Movember set out to support and fund the first-ever international guidelines for sexual health care in prostate cancer survivorship. An international panel of 37 healthcare professionals, researchers, patients and carers contributed towards the guidelines’ 47 statements and recommendations. The guidelines provide a comprehensive, evidence and expert-opinion based framework to prepare healthcare professionals to initiate sensitive conversations, provide tailored care to enhance sexual health and facilitate shared decision-making.
Our task was to launch the guidelines following publication in the Journal of Sexual Health in September 2022, with the objectives of raising awareness of the new guidelines and promoting healthcare professionals’ engagement with them.
Through a multichannel, multi-stakeholder communications launch, we achieved just that. We worked with the lead study author to secure endorsement from leading professional groups, cascaded messaging to our audiences via internationally leading KOLs, produced a compelling film that told the unmet need in a human way, and conducted a multi-market media outreach effort. Results achieved todate demonstrate that we have made distinct and measured progress towards achieving our objectives, helping Movember continue to change the face of men’s health.
Judges’ comments
The judges thought this was a lovely campaign. It was well thought through, well written and thorough. The HCP engagement was impressive and Aurora and Movember really knew their audience. The judges recognised it was a tough nut to crack and hard to get traction, which Aurora and Movember achieved.
