1 in 4 Black men will get prostate cancer — a shocking statistic too many people don’t know. Prostate Cancer Research asked us to create a campaign to get real about prostate cancer within Black communities and spark conversations with healthcare professionals about the racial disparities in diagnosis, treatment and outcomes.

We developed ‘Real Talk’, an award-winning campaign built around honest stories from real Black men sharing their experiences. Production spanned three short films, a dedicated microsite, social content, video books and conference materials — ensuring the message landed online, in print and in person.

By putting real voices front and centre and confronting the subject head-on, the campaign raised awareness, challenged stigma and highlighted the urgent need for research that reflects all men.