Merck and Prostate Cancer Educational Council

Problem: Merck and the Prostate Cancer Educational Council partnered to create an awareness campaign that spoke of prostate cancer risks in older men.

Consumer Insight: Older men do not actively seek out medical attention or advice from their doctors. They need to be coaxed into checking their health. They are even less likely to be proactive about prostate cancer because of fear of the exam.

Solution: A PSA was created that mimics male apathy toward health concerns, specifically prostate cancer. The spot countered the indifference with reasons to move into action and not ‘just sit there.'