To prove that the prostate exam is painless, doesn’t cause great discomfort, and takes just a few seconds, we used a speaker’s voice as proof and as a “no-suffering reference” of the study.

If a listener perceives nothing odd in the speaker’s voice, and then discovers that he was actually undergoing a prostate exam as he was speaking, it means that the exam is less invasive than is mistakenly believed.

We created a radio spot in which a speaker discussed the importance of early detection of prostate cancer. He also mentioned that the prostate examination is the correct path for a good diagnosis, and that contrary to common belief it’s a simple, rapid exam that causes no discomfort. To prove this point, at the end of the spot the speaker revealed that as he was speaking, he was undergoing an exam without anybody noticing any change in his tone of voice. To close, he invited listeners to visit the SAU fanpage and watch a video of the experience.

The video was quickly shared from medical institutions to opinión leaders,

with a reach rate of 10,999,803. Generating 8,3% of engagement in Social media.

This message uses a traditional medium in an unusual way. On radio a speaker’s voice is normally used to convey a brand message.

In this spot, it was used as proof that a prostate exam is not nearly as terrible as most men think. If a listener perceives nothing odd in the speaker’s voice, and then discovers that he was actually undergoing a prostate exam as he was speaking, then the exam is really much less invasive than most people believe. It’s a spot that serves as a “no-suffering reference” for a prostate exam.

Men of an age to undergo a prostate examination.

People of all ages, medical institutions and professionals, the media and opinion leaders that can broadcast and viralise the message to raise awareness.

Considering the SAU’s low communication budget, the idea was to use one of the most economical media and concentrate all efforts on a particularly disruptive idea, to continue broadcasting the message in other media.

Prostate cancer is the most common cancer in adult men. Early detection can save many lives, but the examination used to detect it is considered a taboo topic for many men. On top of this, many believe it's an uncomfortable, painful and invasive procedure.

Raising awareness about the importance of early detection of prostate cancer. Attacking the main barriers, and demystifying the mistaken beliefs that exist about the prostate exam.