1 in 4 Black men will get prostate cancer—a shocking statistic too many people don’t know about. Prostate Cancer Research asked us to create a campaign to get real about prostate cancer within Black communities and spark conversations with healthcare professionals about the racial disparities in diagnosis, treatment and outcomes.

We created ‘Real Talk’, a campaign designed to open up conversations through honest stories from real Black men sharing their experiences. Alongside three short films, we developed a dedicated microsite, social content, video books and conference materials—making sure the message hit home online, in print and in person.

By putting real voices front and centre and confronting the subject head-on, the campaign helped raise awareness, challenge stigma, and highlight the urgent need for research that reflects all men.