Launched in November, a month that has become a symbol of men’s health, the campaign brings prostate cancer prevention back into focus using language that is immediate, contemporary and close to everyday life.

“In just a few minutes, you can buy Champions League tickets. Or have a prostate screening that could save your life. Talk to your doctor.” This is one of the copy lines that best captures the campaign’s approach: simple, concrete and capable of turning a sensitive subject into a clear call to action.

The campaign ran across digital and out-of-home channels, reaching people in everyday places, from underground stations to public transport in Milan and Rome. It was a way to take prevention beyond a strictly medical setting and bring it into real life.