Prostate cancer is the most common cancer diagnosis in Sweden and over 10,000 men are affected annually. If the disease is detected in time, the chances of recovery increase radically. The problem is that many men do not get tested. It is therefore critical to use various ways to remind men 50+ of the importance of getting tested early.

In response to the challenge, Pressbyrån, together with Mustaschkampen, created a de-dramatizing reminder by redesigning one of its most beloved products – the lusse bun – and instead creating the Lusseballen, which quickly became a big hit.

With a strong observation rate of 50%, Pressbyrån was happy to note after the campaign that 69% of the target group of men 50+ had become more motivated to get tested and 75% of the public who have a loved one in the risk target group stated that they had become more motivated to remind people of the importance of getting tested after seeing the campaign.

Imagine that a variation of the classic saffron bun “lily” has basically managed to create a new word in the Swedish language!

AWARDS & NOMINATIONS
100 Watt, 100 wattaren, Samhälle & Opinion
Silverägg, Guldägget, Aktivering
Silverägg, Guldägget, Integrerat 
Diplom, Guldägget, Effekt
Diplom, Guldägget, PR
Silver, Månadens Kampanj, Månadens idé, december, Resumé,