Campaign toolkit & brandingProstate cancer is one of the most common cancers and is often treatable when found early, yet life-saving education and awareness remain limited.
But is there more to it than a lack of education?
The Oklahoma Community Health Workers partnered with the Stephenson Cancer Center and approached the OU Visual Communication Senior Class for creative work on their upcoming prostate cancer education campaign.
They are looking for a unique campaign with branded materials for their health workers when they go out into local communities to educate men and families about prostate cancer. Such a sensitive and widely uneducated topic needs a specific approach to best reach locals.
The two other designers and I conducted extensive research aimed at understanding who the audience is, how they respond to this topic, and how to close the gaps in community conversations.
One of the members’ fathers is a Prostate Cancer survivor, so we interviewed him.
“These topics can be sensitive because they don’t feel like a man anymore.”
What we found is very clear:
Men feel emasculated by the thought of prostate cancer.
Without the right tone, voice, and appearance, men will not be inclined to give any thought or consideration to the idea of testing.
We are to create approachable and easy-to-read materials that support community health workers and do not deter men from investigating testing options.
But how will we do this?
FOR GENERATIONS TO COME
Connecting with men on a personal level by drawing on the nostalgia rooted in the key milestones of their lives, motivating them to stick around for future generations.
Key WordsnOSTALGIC
APPROACHABLE
MASCULINE
Touching on the nostalgia of their youth while encouraging them to stick around to see the generations to follow.An unthreatening visual language and position to allow these difficult conversations to happen.Removing anything that would lead to men feeling emasculated, because taking care of their body is extremely manly.Moodboard
Color Palette
