Your health is your responsibility

“YOUR HEALTH IS YOUR RESPONSIBILITY” is an impactful prostate cancer awareness initiative by Astellas Pharma Bulgaria, peaking on Movember 5, 2024, with a bold and unprecedented event in Sofia. The Men’s Health Flag Raising Ceremony & Motorcycle Procession transformed men’s health awareness from passive messaging into an active movement.

Held at the National Stadium Vasil Levski, the event symbolized prostate health as a national priority, with a PUBLIC FLAG-RAISING CEREMONY, followed by a motorcycle procession through Sofia’s city center. The initiative engaged pro-bono partners, including motorcycle clubs, businesses, and media, ensuring wide visibility.

The campaign reached 1.36 million people through national media, achieved viral social media engagement, and transformed prostate screenings into a symbol of pride rather than fear. This initiative proved that cultural relevance, bold visuals, and strong partnerships can redefine health awareness and inspire real action.