Bayer: Manversation

Bayer, a pharmaceutical company, developed a communications strategy to increase awareness of prostate cancer and to encourage UK men to start talking about the disease.

Campaign details

Advertiser: BayerBrand: BayerAgency: Cohn & WolfeCountry: United Kingdom

Overview

Men are perceived as being reluctant to talk about their health. But research by Bayer shows that 8 in 10 initiate conversations with their physician.

While encouraging, the research also found men living with prostate cancer are ill-equipped to initiate a conversation with their support networks or doctor about potential disease progression.

To confront the issue, Bayer partnered with Cohn & Wolfe, Tackle and Orchid to launch Manversation, a campaign to equip men, their friends and family to have difficult conversations about...

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