Our challenge was to find a way to change that outdated mindset, to tell men that the days of keeping quiet about their condition were in the past.

We decided to utilize the motif of the “silent era” of cinema—black & white imagery, 1920’s style wardrobe and props, title cards—to demonstrated that the days of staying quiet about their disease are a relic of the past.

Working with photographer Ale Burset, we strove to create the “silent era” as a real, three-dimensional world. We built black and white sets, propped them with real, period era clothes. The images were shot in color, with the actors painted in “black & white” make-up. No CGI was used in the creation of these images and the retouching was very minimal—we achieved the “silent era” in camera.

The campaign rolled out on September 1st 2015 with print ads, banner ads and an in-office poster campaign designed to drive patients to the re-designed website, where they could receive detailed information and resources to help them track their symptoms and engage in productive conversations with their doctor.

In the first month of the campaign alone:

• Reached patients in every part of the country

• Traffic to the existing disease education website increased by 2625%

• Patients downloaded 563 more symptom trackers and doctor discussion guides, versus the previous month, to help keep track of their prostate cancer symptoms and engage in productive dialogue with HCPs