Using the pub environment to encourage action on a sensitive issue.
Men with a family history of prostate cancer, higher-prevalence areas
Prostate Cancer UK needed to reach men at greater risk of prostate cancer due to family history, in areas with a higher prevalence of the disease, without the campaign feeling clinical or confrontational.
An audience reluctant to engage
Health messaging on a sensitive, easily-avoided topic often struggles to get past a man’s natural reluctance to engage, especially delivered through clinical or heavy-handed channels.
Quick access in a relaxed setting
A beer mat campaign put a QR code in front of exactly that audience, letting men check their risk in under 30 seconds by answering three simple questions. In a relaxed pub setting, surrounded by friends, men were more open to picking up the mat, scanning the code and starting a conversation they might otherwise avoid.
