Introduction:

In an innovative and resourceful approach, a successful marketing campaign for a prostate cancer screening (administered through a PSA blood draw), was designed and executed.

Despite operating on a limited budget, the campaign effectively utilized the Theory of Cognitive Appraisals to engage men over 55 in Riverside County. The campaign’s bilingual strategy, combining English and Spanish content, demonstrated cultural sensitivity and maximized its reach within the target audience.

Understanding the Theory of Cognitive Appraisals:

The Theory of Cognitive Appraisals, developed by Lazarus and Folkman, posits that individuals evaluate a situation’s personal significance and potential outcomes before determining their emotional and behavioral responses.

Applying this theory to health-related campaigns involves creating messages that resonate with the target audience’s perceptions of threat, challenge, or benefit, influencing their motivation to take action.

Introducing… MOVEMBER

The “Movember” campaign; a fusion of “mustache” and “November,” was a marketing solution that effectively shattered men’s reluctance to undergo prostate cancer screenings through a macho-themed ad campaign – tying in to the Theory of Cognitive Appraisals.

By tapping into the quintessential symbols of masculinity, the campaign managed to engage men in a new conversation about their health. With the mustache as a bold emblem, Movember challenged the stigma surrounding vulnerability and health concerns, transforming it into a badge of strength. The campaign deftly combined humor and camaraderie, fostering a sense of unity among men while emphasizing the importance of early detection and screenings.

As men proudly sported their mustaches, the campaign succeeded in not only breaking down barriers but also creating a supportive community that encouraged one another to prioritize their health and well-being. Movember serves as a testament to the transformative power of using a macho-themed approach to address deeply ingrained reluctance, driving positive change and healthier lives for men across the globe.

Campaign Strategy:

1. Message Framing: The campaign used dual framing, emphasizing both the potential threat of prostate cancer and the empowering aspect of early detection. The message highlighted the benefits of early screening in catching prostate cancer at a manageable stage, thereby framing the process as a proactive and beneficial step.
2. Break cultural barriers and feeling that prostate cancer screening is invasive, embarrassing or not “manly”.
3. Engaging Narratives: Real-life stories of men who had successfully detected and managed prostate cancer through early screening were shared. These narratives aimed to evoke emotions such as relief, hope, and determination, encouraging men to overcome any reservations and seek screening.
4. Psychological Ownership: The campaign leveraged the psychological principle of ownership, emphasizing that taking control of one’s health empowers individuals. Men were encouraged to view the screening as an investment in their well-being, fostering a sense of responsibility for their health.
5. Culturally Sensitive Content: The bilingual approach, offering content in both English and Spanish, recognized the diverse cultural landscape of Riverside County. This ensured that language barriers were not a hindrance and that the message resonated with all segments of the population.
6. Fear Appeals with a Positive Twist: Fear appeals were used judiciously, highlighting the potential risks of undetected prostate cancer. However, these appeals were balanced with the positive outcomes achievable through early detection, emphasizing empowerment and control rather than solely focusing on fear.
7. Community Involvement: community leaders, and healthcare professionals were engaged to promote the campaign. Their endorsement added credibility and authenticity, reinforcing the importance of prostate cancer screening.
8. Accessible Information: The campaign provided easily understandable information about the PSA blood draw screening process, addressing common misconceptions and concerns. Clear and simple language was used to eliminate any confusion and reluctance.

Campaign Outlets:

• Social media post (Facebook, Instagram, Twitter)
• Social media livestream – Influential medical provider live-streaming his blood draw PSA screening
• Social media hashtag/support drive #Movember
• Online/county wide DIY mustache activity
• Local newspaper advertising
• Older adult localized magazine advertising
• Electronic billboards
• Partnership with local pub for prostate cancer related trivia night
• Lock screen on county employee computers
• Marquee advertising for medical center, and county clinics
• Yard signs around main Medical Center campus
• Yard sign ads during local farmer’s market leading up to screening event
• Entry to raffle for every screened male for $50 gift card

Results:

1. Increased Screening Rates: The campaign’s targeted approach and strategic messaging led to a significant increase in the number of men over 55 opting for prostate cancer screenings. This resulted in earlier detection and better management of the disease. Target of 50 walk-in screenings exceeded with 71 screenings and 4 rejections due to not meeting 55 year age requirement.
2. Positive Feedback: Participants praised the campaign for its empathetic and informative approach. Many expressed gratitude for the accessible information that helped them make informed decisions about their health.
3. Community Engagement: Local engagement through influencers and community leaders fostered a sense of trust and unity. Men felt that the campaign understood their needs and concerns.
4. Bilingual Approach Success: Offering content in both English and Spanish demonstrated cultural sensitivity and inclusivity, further encouraging men from diverse backgrounds to participate.

Conclusion:

The successful Movember marketing campaign for prostate cancer screening demonstrated the power of strategic messaging grounded in the Theory of Cognitive Appraisals. By skillfully combining fear appeals with positive empowerment and catering to the cultural diversity of Riverside County, the campaign exceeded expectations within its limited budget. This case serves as an inspiring example of how creative and thoughtful communication strategies can drive positive health outcomes even with resource constraints, breaking cultural barriers and reservations through a “macho” themed campaign.