Lynparza partners AstraZeneca and MSD are teaming up to launch a new global prostate cancer awareness campaign called “Never Miss,” which marries the universal love of sports with getting out the word about the risks of prostate cancer.
AstraZeneca developed the campaign around the comradery that exists in sports; in essence, creating a safe space for a man to start a conversation with friends, family or a doctor about his risks of developing prostate cancer.
The tagline on the webpage echoes this sports theme: NEVER MISS A GAME. NEVER MISS A GOAL. NEVER MISS A CHANCE AT EARLY DIAGNOSIS.
The campaign—currently in the early stages—is primarily digital, with most of the resources housed at the website www.prostatenevermiss.com. The English site also offers translation of the campaign in French, Spanish and German.
AstraZeneca hopes to add more languages in the near future “so that language is not a barrier,” Andrea Mugan, vice president and global franchise head for DDR and GYN/GU cancers at AstraZeneca, told Fierce Pharma Marketing in an interview.
Other campaign messages will go out worldwide on social media channels such as a dedicated Facebook page and Instagram. MSD and AstraZeneca co-market PARP inhibitor Lynparza, which has licenses in prostate cancer as well as in breast and ovarian cancers.
“As this is a project with MSD as well, we have a large reach and partner with global organizations in many countries,” Mugan said. “This initial stage is all about getting out awareness to men and loved ones and to really start those conversations for those at risk.”
Prostate cancer often doesn’t present with symptoms and can go unnoticed until the cancer has spread, making treatment more difficult. Therefore, AstraZeneca is targeting men with an increased risk such as men over the age of 50, Black men over the age of 45 and men with a family history of breast, pancreatic or prostate cancers.
“When it is diagnosed in the early stages, doctors have more options to improve patient outcomes,” Mugan said. “For those at higher risk, their immediate family and friends can play a critical role in having the conversation about prostate cancer.”
Prostate cancer impacts millions of people globally, either directly or indirectly, every year. As many as 1.4 million men were diagnosed with prostate cancer in 2020, and it’s the second most common cancer in men worldwide. But AstraZeneca knows that for many people, having conversations around this sensitive topic may not be easy.
“What I love about the website is that it offers conversation guides that loved ones can take on how you can approach the conversation and, for men at risk, how they can start a conversation with doctors,” Mugan added.
For now, the campaign will focus on conversation starting, but as it evolves, the drug company could add additional content and stakeholders.