Background and Aim: Based on Australian Cancer Atlas data, men with prostate cancer from the Victorian Barwon South West (BSW) region face a 50-60% higher risk of excess mortality and lower-than-average diagnosis rates compared to the rest of Australia. The campaign aimed to increase awareness and educate the BSW community about prostate health and the importance of early detection of prostate cancer via a simple prostate-specific antigen (PSA) screening test.
Methods: The initiative was developed with support from community grants from the Prostate Cancer Foundation of Australia (PCFA) and funding from the Barwon South Western Regional Integrated Cancer Services (BSWRICS). Driven by the experiences of prostate cancer support group members, it addressed myths about routine digital rectal exams, highlighted contributing factors such as family history and age, and prioritised the importance of early detection. A vibrant, multifaceted approach was employed, tailored to address local demographic disparities. This included a geographically targeted social media strategy and a high-impact, community-based educational program to encourage at-risk populations to take action.
Results: The campaign effectively engaged over 37,000 Facebook users, generating more than 8,500 interactions. Additionally, over 3,500 posters were distributed throughout the region. This comprehensive media campaign coupled with public events, enhanced awareness regarding PSA testing and the critical importance of early prostate cancer detection. Feedback from participants and stakeholders indicated an improved understanding of the contributing factors and symptoms of prostate cancer, as well as increased knowledge about prostate cancer screening methods.
Conclusions: This consumer-led campaign demonstrated that strategic marketing and community engagement are critical in promoting awareness and health education for high-risk populations. The campaign’s success may provide a replicable model for future early cancer detection campaigns through community education.