Real Talk- It's Time to Get Real About Prostate Cancer

Real Talk aimed to reduce racial health inequalities in prostate cancer – 1 in 4 Black men will develop prostate cancer and Black men are twice as likely to die from prostate cancer as white men.

Despite this, too few Black men know about their increased risk– and greater awareness could save lives.

Real Talk engaged the Black community on this serious topic in a creative, relatable way. Through a barbershop sketch video, comedian Aurie Styla and former Premier League footballer Clinton Morrison spoke to the community on its own terms and encouraged men to have life-saving conversations about prostate cancer.

Alongside this, a powerful interview video featuring Black prostate cancer survivors and healthcare professionals was featured, showing their journeys of living with the disease, highlighting the importance of early detection and open conversations.

The authenticity shone through in the multi-channel campaign, resulting in national news, broadcast, and Black community media coverage and social media – encouraging open conversations about the PSA blood test.

The development of the campaign was a team effort. PCR developed the core campaign with support from Ipsen UK. Creative agency Rhodium developed the campaign video content and communications consultancy 90TEN delivered the communications campaign.