Your Health Is Your Responsibility – Interimage for Astellas Pharma

“Your Health Is Your Responsibility” is a national social and information campaign focused on the prevention and early diagnosis of prostate cancer among men in Bulgaria. According to GLOBOCAN, prostate cancer is the most common malignant disease affecting men in the country, accounting for over 17.8% of all cancers among them. Despite the alarming statistics, when detected early, the disease is completely treatable. Data from ZERO Prostate Cancer show that the 5-year survival rate for early-stage diagnosis exceeds 99%, while for advanced stages it drops to 34%. The campaign addresses fear, stigma and the postponement of preventive check-ups and promoted responsible behavior, delivered information and emphasized the option of a simple blood test as a key form of prophylaxis. Through a nationwide communications strategy, partnerships with medical experts, institutions and media, and a strong visual identity built around the blue awareness Movember symbol, the initiative has motivated men to act before it is too late. Its core message is clear: prevention saves lives — and sometimes a simple test can can make a really vital difference. In the light of ever-growing interest in health topics, “Your Health Is Your Responsibility” is undoubtedly worthy of running for Campaign of the Year, since it highlights an urgent health concern with a viable creative, impactful communication, impressive stakeholder inclusion and a responsible approach.