Home Kit is an emotionally driven, heart wrenching campaign strategy with central themes of nostalgia, father and son relationship and parental loss. Home Kit’s steadfast approach campaigns for men aged 30-45 to undergo urgent PSA testing, to assess prostate health and promote early detection of cancerous cells, prior to the possibility of potentially devastating results later in life.
Without the persuasive voice and the convenience of Home Kit, many men will continue to ignore getting tested for Prostate Cancer and potentially risk losing their lives to this devastating disease. Through its targeted emotional, family oriented and relatable approach, alongside providing a simple accessible PSA Self Testing Kit, Home Kit aims to highlight how vital early detection is. Prostate Cancer can be a killer disease and the sooner it is addressed the better the prognosis in most cases, helping to avoid or limit the distressing and devastating impact a cancer diagnosis can have on families.
SOLUTION
Home Kit aims to pull at family heart strings by its use of user-centred emotional design reminiscing in the joys of childhood and the irreplaceable relationship between a father and son. Young Dads are encouraged to protect themselves and their families by getting tested to rule out risk of Prostate Cancer, which could potentially stop them from being present for their child’s valuable key life moments and milestones.
Targeting UK Football stadiums across the UK, Home Kit’s campaign takeover intentionally disrupts the exhilarating atmosphere of football games at half-time with the harsh reality of more pressing events, manipulating an emotional response and activation from the audience through experience design. Strategic use of football terminology and visual language is utilised to directly inform the football audience of the very real and devastating impact a cancer diagnosis can have on families. ‘1 man dies of Prostate Cancer every 45 mins. That is 2 dads per game’, infers that during the first half of the match someone very important has just lost their battle and life to Prostate Cancer.
Home Kit Campaign Takeover - Football Stadium DOOH
DOOH Display Outside Stadium
HOME KIT'S PSA SELF TESTING KIT
Following the Home Kit campaign takeover, the audience are then invited to take home a free PSA Self Testing Kit which can be collected from Home Kit representatives as they leave the ground. Alternatively, major supermarkets and pharmacies stock Home Kit tests instore to collect at another time.
Home Kit’s PSA Self Testing Kit places the responsibility of men’s health check into their own hands, whilst ensuring ease and accessibility for immediate testing for use when and where they feel most comfortable such as in their home. This simple finger prick blood test takes under 5 minutes and delivers immediate results.
Early assessment through PSA screening can help identify and mitigate risks. Early detection may help alleviate the need for more invasive treatment, by managing prostate health accordingly prior to risk of permanent serious prostate damage.
Home Kit PSA Self Testing Kit
Home Kit PSA Self Testing Kit Contents
PROBLEM & INSIGHT
Evidence suggests that 1 in 8 men will develop Prostate Cancer in their lifetime and is known to be the most common cancer in men in the UK (Prostate Cancer UK. 2023). This high risk expedites the need to assess prostate health and potential risks of cancer.
Currently, many men portray neglectful behaviours when making the best decisions regarding their prostate health. This is partly due to a lack of medical screening and social awareness towards the severity of the condition, how to get tested and the significance of getting tested early. Additionally, these attitudes are heavily influenced by misinformation surrounding the testing process, creating stigma and fear towards prostate examination; it starts with a simple finger prick blood test.
Some men experience insecurity and feel violated at the thought of having a rectal exam, which will only become necessary if medical professionals believe a patient to be high risk following a blood test. In this case, the importance of checking prostate health is essential to protect not just the individual’s life but the devastating impact a loved one’s serious illness can have on families too.
Home Kit User Journey