Case Study: Lalcec boosts prostate checkups with Grey Group

Lalcec boosts prostate checkup appointments 31% with Grey Group

Lalcec, an Argentine non-profit focused on cancer prevention, faced the challenge of overcoming cultural taboos to encourage men over 45 to get annual prostate exams. During Prostate Cancer Awareness Month, they struggled to sustain media interest and reach their target audience, as 7 out of 10 men were avoiding these crucial check-ups. The Grey Group advertising agency was engaged to address this persistent problem.

The solution implemented by Grey was a purely PR-based campaign called "One More Question." They trained journalists to ask a simple, shocking question—"Have you had your annual prostate exam yet?"—at the end of press conferences with famous sports, entertainment, and political figures. This strategy required no production budget or media placements. The results were significant: the campaign achieved an 82% higher PR reach than any previous Lalcec effort and led to a 31% increase in appointments for prostate check-ups at their medical centers.

Lalcec