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 and once a year for those at risk. According to leading urologists and oncologists, although this testing is part of the prevention package, it is in practice performed by a very small percentage of men over 50. "Your health is your responsibility"- the message aims to get men to see their health as a commitment and continues the campaign line of 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 engaging the sport most loved by men - football, video in the metropolitan metro, billboards and banners, radio campaign, stickers in men's toilets and banners in the online space, specially developed patient chatbot.

Over the past 7 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 2023 we decided to address men directly - "Your health is your responsibility".

The „Your Health is Your Responsibility“ campaign is a powerful tool to raise awareness about prostate cancer prevention. The strategy included sending informational materials to major national television stations featured in newscasts. Logo and slogan prominence on billboards around soccer fields during 10 games drew fans' attention to the importance of health. Football players and referees supported the campaign by coming out with special T-shirts at the start of the matches. The campaign also included information posts and banners on Facebook and online media. The radio campaign with Peter Vassilev-Petela urged men to take care of their health, and the presenters of radio shows on Darik Radio started their programmes wearing campaign jerseys. Themed videos and panels in the Sofia metro, branding of men's toilets at petrol stations and a chatbot for patients added to the mass dissemination of the successful campaign's message. "Your health is your responsibility" reached a wide audience, attracted attention and highlighted the personal responsibility to preserve one's own health.

The campaign generated 99 media impressions with over 10 million views, including innovative channels such as matches, Darik broadcasts and social networks. Through these, thousands of fans were encouraged to think about their health and responsibility towards their loved ones. We have 4 billboards and 5 branded stops in Sofia, reaching hundreds of thousands of commuters. The patient chatbot, providing information on prostate cancer prevention and treatment, quickly gained popularity among Viber users. During the month of November, leading medical professionals introduced the topic through interviews and appearances on shows, and according to urologists and oncologists, the increase in the number of men seeking preventive screenings has been dramatic.