Movember

The challenge

Sexual dysfunction is the most reported unmet need in prostate cancer, yet the majority of men are not offered helpful intervention or support.

In collaboration with an international expert panel, Movember developed first of their kind clinical guidelines to introduce a new standard of excellence for sexual health care in prostate cancer. Our challenge was to launch and raise awareness of these guidelines.

What we did

Working with key opinion leaders and Movember ambassadors, we launched the guidelines around a key sexual health congress. A multi-channel campaign, centered around our ‘Let’s Talk About Sex’ film, shared the real-life experiences of HCPs and patients, raising awareness of the impact of sexual health on quality of life in prostate cancer patients, and the need for healthcare practitioners to provide better support.

The solution/results

• A multi-channel campaign was developed including earned media engagement, multi-market newswire distribution and HCP engagement during a 4-day Congress in Miami.
• The launch campaign generated 250 pieces of media coverage across the four key markets
• 40 health-related organisations were notified of the launch
• Communications reached an overall audience of 200 million people