Prostate Cancer Awareness Campaign “My Health is My Responsibility”
Brief project overview:
In 2022, for the sixth consecutive year, Astellas Bulgaria entrusted PR Play with the development and implementation of a concept for a two-month prostate cancer awareness campaign called “Together against prostate cancer.” The campaign was launched in November – Men’s Health Awareness Month, under the motto “My Health is My Responsibility”.
The initiative was carried out in partnership with the Bulgarian Oncology Scientific Society and the Bulgarian Urological Society. Campaign ambassadors were the most famous Bulgarian guitarist Ivan Lechev and the chairmen of the two societies, Prof. Asen Dudev and Prof. Marin Georgiev. The aim was to raise public awareness of prostate cancer, the need for early diagnosis, and timely treatment. Through a series of activities, men were encouraged to pay attention to their health and not to miss regular preventive check-ups. Various communication tools were used within the initiative to reach the widest possible range of men, including a special event with the campaign ambassadors, a media campaign with organic materials and interviews, campaign positioning in 12 medical facilities located in 9 cities, outdoor advertising through branded buses, billboards, metro ad. Some of the activities were associated with the World Cup, so that the messages could reach as many men as possible. The main part of the campaign was carried out in partnership with the largest private radio in Bulgaria, Darik Radio, and “The Sports Show on Darik”.