Detecting prostate cancer in time can save lives. The examination used to detect it suffers from bad press among most of the male population, and is a taboo topic. This project aimed to attack all the barriers and encourage men to undergo the exam.

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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.

In this way, we invited the audience to get informed through SAU’s online channels, to take the exam and demystify the conversation about it.

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, so that everyone in the audience could get in touch with SAU in a direct way.

The results met all the objectives:

- In the first week, queries about check-ups and further information rose sixfold.

- The video was quickly shared by medical institutions and professionals.

- Also, both opinion leaders and alike media shared the spot and commented on the subject, generating repercussion in the audience through radio, web sited and social media.

- It became the most commented and shared content in the history of the institution.

- Thanks to all this effort, we got to reach a total of over 17 million people.

This is how not only did we start a conversation on a topic that until then was taboo, but we also changed the negative perception that made it difficult to take the prostate exam.

The budget was limited, that is why we took advantage of one of the most economical media that, in addition, allowed its diffusion to other media.

Additionally, the spot was uploaded to the institution's own social media channels, in order to be shared in the digital world in an organic way, without requiring a greater investment.

Taking into consideration the importance of detecting prostate cancer in time and the taboo that exists around that exam, we made an original radio spot through which we generated a conversation about it, demystified beliefs about pain and the invasiveness of the prostate exam and encouraged the target to carry out that examination, aiming to generate the habit of taking it with the necessary frequency.

Firstly, we targeted Men of an age to undergo a prostate examination. Secondly, 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 that would allow as much amplification as possible for a direct call to take the exam.

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 among many men. On top of this, many believe it's an uncomfortable, painful and invasive procedure.

The objective was to raise awareness about the importance of early detection of prostate cancer: attack the main barriers, demystify the mistaken beliefs that exist about the prostate exam and encourage the target to take the exam.