Finalist
Never Miss – Raising Awareness of Prostate Cancer
Summary of work
Lives lost to prostate cancer are estimated to nearly double over the next 20 years. Yet men often feel uncomfortable or reluctant visiting a doctor to talk about their prostate health. Early diagnoses of prostate cancer can lead to potentially improved patient outcomes. Underscored by this evidence, WPP, AstraZeneca and MSD collaborated to raise awareness of prostate cancer with the global _Never Miss_ campaign.
For many men, opening up about reproductive or sexual health (which might be impacted by prostate cancer), can be difficult. However, evidence suggested this target demographic was likely to have an interest or passion for sport. _Never Miss_ urges men to extend that same passion to their prostate health, encouraging conversations so they: Never Miss a game. Never Miss a goal. Never Miss a chance at early diagnosis.
A strategic multichannel approach was core to reaching both men and their loved ones to encourage preventative health behaviours. This included an engaging multi-language website, driven by a global paid social media campaign deployed across ten countries, and media outreach to reach our target audiences with potentially life-saving messages.
_Never Miss _achieved 2.4 million website clicks in 20 days, helping at-risk men to learn more about prostate cancer.
Judges’ comments
The Never Miss campaign had a good sporting analogy, with nicely tailored KPIs. The judges loved where the money was weighted in order to make it work hardest.
