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.

Radio is a traditional medium for broadcasting messages about products or services. In most cases, a speaker uses his or her voice to convey a message to listeners.

In this spot, we decided to use the speaker's voice as proof that a prostate examination is not as awful as many men think. If a listener perceives nothing odd in the speaker's voice, and then realises that the speaker was actually undergoing a prostate exam as he was talking, then the exam will appear to be less terrible than most men believe.

With a video showing the complete experience, the aim was to fight prostate cancer by first of all fighting a strong taboo.

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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.

Thus, we invited the listeners to inform themselves through the online channels of the Argentine Society of Urology (SAU), to take the test and to demystify the conversation around 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.

Thanks to the originality of the content and innovation in the use of the medium, repercussion was made by professionals in the medical industry as well as by journalists, opinion leaders, referents and the general public who shared the spot and referred to the subject in an organic and meaningful manner.

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.

- At least 17 celebrities and opinion leaders shared the spot and commented on the subject.

- In addition to related media, at least 6 mass media generated an impact on the audience, both through radios and sites and social networks.

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

- 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.

Understanding the importance of detecting prostate cancer early in time and the taboo that exists around that test, we made an original radio spot through which we demystified the beliefs about pain and the invasiveness of the exam and encouraged the target to take the exam as often as necessary. Thanks to the impact of creativity and the coverage/buzz generated by professionals, media and opinion leaders, we managed to change the negative perception of this exam.

VO: Prostate cancer is the most common malignant tumour in adult men.

After the age of 50, you should have a yearly check-up, like I do, and ignore the taboo.

The examination is not painful, doesn’t cause any discomfort and takes just a few seconds.

Actually, I was able to make this commercial as they examined me, and nobody even noticed.

Check it out on the Argentine Society of Urology fanpage.

Argentine Society of Urology

A yearly check-up can save your life.

First, we target men of an age to undergo a prostate examination.

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

Given the limited budget that the SAU has to communicate, the idea was to use one of the most economical media that would allow the greatest possible amplification so that the target receives the message from different issuers and referents, in a serious and reliable but decontracted way.

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

With limited resources, the objective was to raise awareness about the importance of early detection of prostate cancer: to attack the main barriers, demystify erroneous beliefs and encourage the target to take the exam.