TREAT YOUR HEALTH THE WAY YOU TREAT YOUR CAR, PLEASE: YOUR HEALTH IS YOUR RESPONSIBILITY

“YOUR HEALTH IS YOUR RESPONSIBILITY” is a bold and engaging awareness campaign by Astellas Pharma Bulgaria, transforming prostate health from a taboo topic into an empowering movement. Instead of traditional medical messaging, the initiative used humor, sports culture, and public activations to reach men where they feel comfortable—stadiums, motorcycle clubs, garages, and cinemas.

The campaign’s highlight was the Men’s Health Flag Raising Ceremony at National Stadium Vasil Levski, followed by a motorcycle procession through Sofia. The Annual Prostate Check (APC) concept, comparing prostate exams to car maintenance (Annual Technical Inspection – ATI), made the message relatable and engaging.

With 1.36 million+ people reached, 160+ radio broadcasts, 20+ cinema activations, and 1.9 million digital impressions, the campaign redefined prostate screenings as a symbol of strength and responsibility, proving that health awareness can be both impactful and culturally relevant.