LOS ANGELES – More than 3 million men in the U.S. are living with prostate cancer. Approximately 1 in 8 men will be diagnosed with prostate cancer in their lifetime and while it 99% treatable if detected early, many men fall through the gap. In comparison to men of other races, Black men are 75% more likely to be diagnosed with prostate cancer than white men and more than twice as likely to die from the disease.
Ahead of National Minority Health Month, the Prostate Cancer Foundation (PCF) challenged London and Los Angeles-based Chrome Productions to create a suite of PSA films that pointed a spotlight on the health disparity within the field of prostate cancer and inspired men, particularly Black men, to take action. Charles Ryan, MD, President and CEO, PCF says, “Through the generosity of Prostate Cancer Foundation board member Tad Smith, PCF was introduced to Chrome Productions. The team at Chrome went above and beyond to create an impactful set of PSA spots for the Foundation. This body of work does some heavy lifting towards helping save lives, letting men know both the impact that prostate cancer can have and what they can do next to help mitigate risk.”
Chrome Productions saw the opportunity to emotionalize the health disparity issue and provide a broader PSA to all men through film in a way motivated audiences to act. However, with such a sensitive and often stigmatized subject, the team knew that the creative treatment had to present an authentic take on serious medical statistics.
The concept is based around eight beautifully shot interviews – all set within the same studio – intercut with each other and all answering the simple question: “Where will you be in 10 years’ time?” As the viewer meets the diverse group of men, it’s clear right away that they don’t know why they’re there. “It’s just one question and then a short script”, says a voice off screen. Some of the men look nervous at that, some ask if they were supposed to learn a script. After each participant paints a picture of their future, they are confronted with statistics, simple yet powerful, about not only the prevalence of prostate cancer, but its disproportionate effects on African American men. This simple set-up is intended to provide a wake-up call by visualizing the ‘1 in 8’ and ‘75% more likely” statistics in a simple, authentic way. “The statistics really hit home when we, as the audience, are confronted with a group of people that have individual ambitions and hopes and dreams.” says Stephen Parker, Creative Director at Chrome Productions. “The concept was designed to simply give those powerful statistics space to land with the interviewees and the audience simultaneously.”
In addition to the films, PCF has has joined forces with actor Harry Lennix and prominent national community organizations to increase awareness about prostate cancer among Black men with its “Know Your Risk initiative during National Minority Health Month throughout the month of April. Through social media outreach, PCF will encourage men to understand their personal risks for prostate cancer and to take proactive measures to protect their health.
Lennix, one of PCF’s celebrity ambassadors, will be a guest speaker for a special webinar about prostate cancer disparities and encourages men to know their numbers and their risks. “Men, especially Black men must be on high alert for prostate cancer. It disproportionately affects Black men who are about 75 percent more likely to develop the disease than white men and are more than twice as likely to die from it,” said Lennix. “That is why it is important for Black men to be informed and proactive about their health, such as taking proper preventative lifestyle measures and receiving regular screenings. Taking those small, impactful steps can help save lives.”
For over 25 years, PCF has been funding research – 48 awards to date, totalling over $30 million – to help understand how we can resolve these disparities. By paving the way for groundbreaking discoveries that will improve health equity for African American men and their families, PCF is creating change not only within healthcare but also across the broader social landscape.
“In partnering with PCF, we have been able to learn so much about the issue, but also about the amazing work they have done thus far and their aspirations for the future”, says Robert Chew, Chrome Productions’ VP, North America. “We are incredibly proud to have produced these films for PCF and we’re grateful to our crew, suppliers and talent for contributing to this vital PSA campaign”.
You can learn more about the campaign and view the moving 3-minute spot live here.
ABOUT CHROME PRODUCTIONS
Chrome Productions is a full-service, global production company with offices in London & Los Angeles that creates ground-breaking, inspiring and award-winning commercials, branded content & original scripted and non-scripted programming. Chrome Productions offers a full suite of production capabilities under one roof – creative development, content strategy, production and state of the art post-production. Our people, passion, energy and pride in our work has allowed us to build long-standing relationships with some of the world’s leading brands – and their audiences. We have grown to have a defined focus on the automotive, luxury, sport & travel sectors, but we have never lost our adventuresome spirit. Marrying emotional storytelling with the latest production technologies, we are committed to a singular mission: telling stories that need to be told.
The Prostate Cancer Foundation (PCF) is the world’s leading philanthropic organization dedicated to funding life-saving prostate cancer research. Founded in 1993 by Mike Milken, PCF has been responsible for raising close to $1 billion in support of cutting-edge research by more than 2,200 research projects at 245 leading cancer centers in 28 countries around the world. Since PCF’s inception, and through its efforts, patients around the world are living longer, suffering fewer complications, and enjoying better quality of life. PCF is committed to creating a global public square for prostate cancer, in service to our mission of ending death and suffering from the disease. Learn more at pcf.org.