Prostate Cancer Research healthcare campaign, behaviour change and audience engagement

One in four Black men will get prostate cancer, yet too few people know the statistic or understand the inequalities that exist in diagnosis, treatment and outcomes. Prostate Cancer Research asked us to create a campaign that would encourage open conversations within Black communities and inspire more men to engage with healthcare professionals.

We developed Real Talk, a behaviour change campaign built around authentic stories from Black men sharing their experiences. Through film, digital content, social media, a dedicated microsite and campaign materials, we created a joined-up campaign that reached audiences online, at events and through healthcare partnerships.

By putting lived experience at the heart of the campaign, Real Talk challenged stigma, raised awareness of prostate cancer risk and encouraged more open conversations about men's health. The campaign was recognised nationally, winning the Communiqué Award for Excellence in Healthcare Partnerships and being shortlisted across multiple healthcare and communications awards.