Your Health Is Your Responsibility / ProTEST for men’s health – Interimage for Astellas Pharma

“Your Health Is Your Responsibility” is a national social and information campaign focused on 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 this country, accounting for over 17.8% of all cancers among them. Despite 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 by promoting responsible behavior, accessible information and the option of a simple blood PSA test (Prostate-Specific Antigen). To ignite public attention and open a nationwide conversation, the campaign was launched with Bulgaria’s first-ever ProTEST for men’s health — a initiative with a wordplay title — designed not AGAINST, but PRO a test that can save lives. The event transformed a public square into a space for dialogue between citizens, medical experts and media, positioning the PSA blood test at the center of the message. Through a nationwide communication strategy, strong institutional partnerships and a recognizable blue visual identity, the initiative motivates men to act before it is too late. Its core message remains clear: prevention saves lives — and sometimes a single test can make a vital difference.