Prostate cancer is the most commonly diagnosed cancer in Bulgaria. Annually 5000 men are diagnosed in our country, but unfortunately most of them are in advanced stage. The aim of the project is to focus men's attention on the prevention of the disease and make them an active party in this process. Men over 50 should have a PSA test, which is free every 2 years. Worldwide experience shows that this should be done once a year. According to leading urologists and oncologists, although this testing is due, in practice it is done by a very small percentage of men over 50. "My health is my responsibility"- the appeal aims to get men to see their health as a commitment and continues the campaign line from previous years.

The project benefits the general public. The project is mainly aimed at - men aged 50 and over, their spouses, close relatives, children, grandchildren... We used innovative formats and channels to reach as close to the audience as possible - among them we can count an engaging video featuring the campaign ambassadors, billboards, a radio campaign, stickers in men's toilets and banners online.

Over the past 6 years, Astellas Pharma has demonstrated repeatedly that we stand "Together Against Prostate Cancer". Part of the activities to raise awareness of men's health over the years have been celebrating the role of gentle halves, family, friends, and family; sports and hobbies; talking about who is the 'man on the spot'. In 2022 we decided to address men directly, in a masculine way, honestly and boldly, not to procrastinate but to accept that "My health is my responsibility".

In order to achieve the campaign's goals as effectively as possible, this year we decided to rely on the assistance of campaign ambassadors. In order to reach as close as possible to the target audience, we assigned the difficult task of being the face of the campaign to the beloved by many generations rock legend - Ivan Lechev. For the first time, the presidents of the two most significant societies in the field of prostate cancer science, BCSS and BUS, also stood with their faces in support of the campaign. The three of them participated in the filming of an engaging video, which was broadcast on the screens of the metro in Sofia and on the screens in the waiting rooms of 13 medical institutions in Sofia, Varna, Burgas, and other big towns, as well as in online media. Their images were used for branding on buses in Sofia and Varna, information panels in the metro, and on a number of billboards in Sofia. The campaign was also carried out in partnership with Sofia Airport, who provided an area where we put up stickers about the need for blood testing for men over 50. All of this was supported by engaging leading KOLs in interviews for the specialized shows and publications.

During the campaign we have realized more than 1080 video broadcasts in the subway; 150 000 video broadcasts in the waiting rooms of medical institutions; 375 stickers in Sofia Airport; 37 subway platforms, 4 billboards and branded buses in Sofia and Varna. The campaign's messages have reached a large part of even the biased male audience. Using innovative channels - such as Darik Radio's sports show, loved and listened to by thousands of men in the country, we managed to make them think about their biggest responsibility - their own health. According to leading urologists and oncologists across the country, the number of men seeking a specialist for a prostate check-up has increased dramatically during the campaign period.