Getting men to check

Checking for prostate and testicular cancer shouldn’t be scary or embarrassing. We had to get men – and the important audience of their wives and girlfriends – comfortable talking about and checking for the signs and symptoms.

We held research groups with our target audience to get right to the heart of the problem. Then, using the language and interests of men in Barnsley, we launched Watch Yourself! – a masculine campaign starring Barnsley FC players and ambassadors we photographed at the ground, who told men what to look out for and what to do if they spotted anything unusual. Men quickly became more aware of the importance of checking themselves regularly, and local screening clinics saw a rise in referrals during the campaign.

  • Date: 26/09/13
  • Client: Barnsley CCG and Barnsley Council

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