This initiative successfully broke down all those barriers and transmitted the message via innovative yet entertaining content, and was able to capture people’s interest and attention by dealing with the subject in a totally new way

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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.

Informing men about the importance of undergoing a prostate examination is no simple task. It’s an awkward subject to discuss as a result of the large number of barriers put up by the target.

This initiative successfully broke down all those barriers and transmitted the message via innovative yet entertaining content, and was able to capture people’s interest and attention by dealing with the subject in a totally new way

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.

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.