Work—Fighting Prostate Cancer
Prostate cancer kills thousands of men every year. 1 in 6 Australians will get it before the age of 85, yet they remain notoriously bad at doing anything about it. They’re reluctant to talk about health issues, while the misinformation around tests, diagnosis and treatment lead to further disengagement.
Prostate cancer is a silent killer of thousands of men every year, but it needn’t be. Tens of thousands of cases that could have been prevented with early intervention, slip through the cracks because so many men just don’t speak up to get tested. It was time to get men talking to their doctors about prostate cancer, before it was too late.
Blue Sunday was a major national event and media campaign to raise awareness of prostate cancer and encourage men to take steps to prevent it. Billed as “The Day We Fight Prostate Cancer” local footballing rivals Collingwood and Richmond, dropped their own colours to instead adopt the colour blue in a display of solidarity against prostate cancer.
The MCG as a ‘sea of blue’ got the issue out into the open and linked the colour, inextricably, to prostate cancer. The Blue Sunday event generated 9 television stories: national audience of just under 10m, including 3 nationally syndicated shows – Sunrise (C7), The Footy Show and National Nine News (C9) and 5.7m people were reached through national press including front page and page 3 of The Herald Sun.
2 teams. 4 partners. 250 volunteers
$90k budget
16million Aussies reached
