One More Question
Have You Had Your Annual Prostate Exam Yet?
This campaign is built entirely on the oldest tool in public relations: a timely journalist's question. By posing a single, impactful question, and shockingly out-of-context, we became news within the news, force the topic on the media agenda and spark immediate reactions influencing social conversations about the importance of normalizing discussions on men's health.By using the oldest PR tool, a simple but impactful question - but surprisingly out of context - LALCEC shook up press conferences and interviews with well-known sports, entertainment, and political figures who are at the age for yearly check-ups.
This purely PR move leveraged the natural traction of these traditional media settings, becoming news from inside the news and spark conversations about a subject that many men usually avoid discussing.
Famously Effective
Every Prostate Cancer Awareness Month, LALCEC encounters a recurring challenge: there is only a brief period of heightened interest, driven by media coverage and a small window to get the issue discussed and reach the primary audience—men over 45 who should be getting an annual prostate check. However, statistics reveal that 7 out of 10 Argentine men are quietly missing these crucial appointments.
Part of the problem is that in Argentina, men rarely talk about their prostate check-ups. There is a lingering taboo surrounding this procedure because of misconceptions and the stigma attached to anal exams, especially within Latin macho culture. As a result, the topic is silenced, ignored, and ultimately postponed indefinitely.
By adding an extra question at the end of press conferences and interviews, we surprised both the interviewers and the audience for maximum impact, dramatically increasing reach and normalizing prostate health conversations nationwide.
This is Lalcec's most successful prostate cancer awareness campaign ever, accomplished with just a few questions. There were no assets, no media placements, and no production budget involved. By relying only on media relations and strategic storytelling, we achieved nearly twice the reach of any previous campaign on this issue. We took advantage of increased traditional media interest in June during Prostate Cancer Awareness Month and converted this awareness into tangible results: 31% more men visited LALCEC to make an appointment for a prostate check than in any previous June.
+31% Prostate checkup appointments vs same period 2024.
We organically nearly doubled the audience reach compared to any previous prostate cancer campaign conducted by Lalcec.
+ 82% PR Reach Vs. any previous prostate cancer Lalcec campaign.
Appointments for prostate cancer check-ups at all Lalcec medical centers across Argentina increased by 31% during the campaign and the following month (June/July).
