Prostate Cancer Foundation of Australia

Background

1 in 5 men in Australia will be diagnosed with prostate cancer by age 85. While prostate cancer is most common in men over the age of 50, younger men with a history of prostate cancer in their family are at greater risk. What is complicated with prostate cancer is that some cancers grow very slowly and don’t threaten life, whilst others grow more rapidly and do. As a result of this dilemma it is recommended that people take an active role in their decision on testing, and if they develop cancer, how they choose to be treated.

Prostate Cancer Foundation of Australia (PCFA) is a broad-based community organisation and the peak national body for prostate cancer in Australia. PCFA is dedicated to reducing the impact of prostate cancer on Australian men, their partners, families and the wider community.

Challenge

The challenge was to develop a new creative to raise awareness of the PCFA and encourage people to learn the facts about prostate cancer by accessing the evidence based resources available from PCFA.

Initial workshops conducted with members of the target audience revealed that an approach that humanises the issue through facts would resonate strongest with them. It was also discovered that people were interested in the information not just for themselves, but also to share with their partners and loved ones.

Across the board the preferred communication method for ordering information was via the internet with SMS and telephone following closely.

The idea was to humanise the message by using real people who have been affected by prostate cancer to tell their story and encourage the audience to become informed about the issue. The message highlighted the fact that prostate cancer is complicated and affects everyone differently.

The message was tested with the a cross section of the intended audience with results confirming it was well understood with cut-through to the issue and had a positive response from focus group participants.

Final deliverables included a series of washroom posters to be rolled out in venues across Australia targeting at risk males and their significant others. The poster campaign was supported with take away cards and an SMS and phone service was setup to order the resources.