Myovant Sciences – Men with Prostate Cancer Find Support

Myovant is working to change the lives of men with prostate cancer by sharing their stories and helping them talk about their journey.

Research shows that men confronting prostate cancer find it difficult to talk with those they’re close to about their experience (partners, children, etc.). They may find it easier to confide in other men with prostate cancer, and through those conversations and relationships they can find important information and support.

Our strategy was to film a docuseries of conversations between men from various stages of their cancer journey. Filmed on location in Seattle, WA (USA) in an intimate living room setting, 9 men get real about what they are experiencing. Sharing their fears, their needs, and their struggles so that each man can find relatable stories, and ultimately not feel so alone. By demonstrating that “talking is good,” the goal was to break down the walls of silence and isolation and offer a path to feeling more comfortable sharing their journey.

Our launch campaign strategy was to communicate 3 key themes:
- The importance of emotional support
- Men-supporting-men with prostate cancer
- Learning to talk with others about their condition

We created a series of 4 videos featuring peer-to-peer unscripted conversation(s) between men with prostate cancer, a YouTube Playlist and a storytelling page on our corporate website along with a page of resources. Because we want all our storytelling efforts to encourage action, we created a directory of organizations that connect men to support groups in their area. Our launch was during Prostate Cancer Awareness month (September) in coordination with posts by advocacy organizations and industry media releases to drive traffic to the videos.