Finalist
Let’s Talk About the Hard Things – A Reality Check on the Side Effects of Prostate Cancer Treatment
Summary of work
Prostate cancer is the most diagnosed cancer in the UK – more than 325,000 men are living with the disease in England alone. While treatment is improving, side effects of some of the most common therapies remain a challenge – yet many of the most debilitating (and arguably ‘taboo’) still aren’t talked about.
The agency supported Ipsen UK to forge a company-first collaboration with leading patient advocacy groups (PAGs), Prostate Cancer Research and Tackle, to develop a campaign which started a conversation in this area.
Let’s talk about the Hard Things took a bold but responsible look at the realities of men living with side effects such as sexual dysfunction, incontinence and mental health. We sought to understand the impact across the community, ensuring we listened to the views of a broad demographic of patients. Through impactful content and a multichannel campaign – spanning social, mainstream media, web and internal communications – we helped our client ignite a discussion that reached millions.
Judges’ comments
This was a meaningful campaign on an important, sensitive topic that increased awareness. It was solid, well thought through and well implemented. It was very effective, especially given such a small budget and shows that the targeting was bang on.
