Information campaign “Together Against Prostate Cancer”
In the period October-December 2019, commissioned by the pharmaceutical company Astellas Bulgaria for the third consecutive year, PR Play prepared a comprehensive concept and implemented an information campaign entitled “Together against prostate cancer.”
The aim was to raise public awareness regarding prostate cancer, the need for regular check-ups, early diagnosis and timely treatment. The campaign was held with the motto “1:0 for life” on the occasion of Men’s Health Awareness Month – November, and with the support of the Bulgarian Association of Urology (BAU).
Prostate cancer is a socially significant disease that is still talked about too little, and affects an increasing number of men over 50. In this regard, to reach the male audience, we relied on the most popular sport in the world – football. Levski PFC was involved as a partner of the campaign, and some of the iconic names of the football team became faces of the campaign and main bearers of the messages. The Bulgarian Association of Sports Journalists (BASJ) also supported the initiative. Guided by football terminology to convey messages more easily to men, the 2021 campaign was held under the motto “1:0 for life”.
Within the initiative, various communication tools were used to reach the widest possible range of men in the country.