Bayer: The Silent Era

This case study details how Bayer Pharmaceuticals drove awareness of prostate cancer in the US using silent films.

Bayer: The Silent Era

Agency: Area 23

Campaign summary

This US case study for Xofigo, Bayer Pharmaceuticals' treatment for advanced prostate cancer, goes to the source of the problem—silence. Nearly 7 out of 10 men with prostate cancer ignore the signs of its progression, such as pain and fatigue. Men weren't talking to their doctors about their symptoms because they weren't talking about prostate cancer, period.

  • Using the era of silent films as a metaphor, a multiplatform campaign targeted men living with prostate cancer, and those whose prostate cancer may be becoming more advanced, driving them to a...

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