Finalist
Real Talk: It’s Time To Get Real About Prostate Cancer
by Ipsen UK and Prostate Cancer Research with support from Envision 90TEN
Summary of work
The Real Talk campaign addressed a public health crisis facing Black men – prostate cancer. As many as 1 in 4 Black men will develop prostate cancer and they are twice as likely to die as white men. Despite this, many are unaware. Real Talk aimed to end the stigma around prostate cancer, encouraging more Black men to get tested to save lives. Real Talk tackled this serious issue in a relatable way, using the familiarity of a barbershop setting to deliver impactful, shareable video content across multiple channels. Partnering with influencers like comedian Aurie Styla and former Premier League player Clinton Morrison, the campaign engaged the community through an authentic approach, co-created with the Black community. The multi-channel campaign gained widespread coverage in national, broadcast, and Black community media, and engaged audiences on social media, sparking conversations about the life-saving potential of the PSA blood test. The campaign launch saw the second highest peak in online search for prostate cancer and the PSA test in 2024. Real Talk also boosted PCR’s ongoing campaigning for race equity – including calls for a national screening programme for high-risk groups, including Black men. This is currently under review by the UK National Screening Committee.
Judges' comments
“Real Talk: It’s Time To Get Real About Prostate Cancer” was a nicely conceived piece of work, based on good context. It had excellence focus and insights, with a well targeted and thoughtful approach. The objectives were linked to strategic aims and it was good to see target metrics associated though additional data on target group size.
