CASE STUDIES
ZERO — THE PROJECT TO END
PROSTATE CANCER
annual report cover
The traditional approach to prostate cancer advocacy has focused on older men, the group that tends to get the disease. Recognizing that this group tends to be rather stoic and unorganized on their own behalf, we took the approach of focusing on future generations who will benefit from our work. In doing so, we created an initiative that had strong appeal to women and men: Generation ZERO, the first generation of men free from prostate cancer.
annual report inside spread
The traditional approach to prostate cancer advocacy has focused on older men, the group that tends to get the disease. Recognizing that this group tends to be rather stoic and unorganized on their own behalf, we took the approach of focusing on future generations who will benefit from our work. In doing so, we created an initiative that had strong appeal to women and men: Generation ZERO, the first generation of men free from prostate cancer.
annual report inside spread
The traditional approach to prostate cancer advocacy has focused on older men, the group that tends to get the disease. Recognizing that this group tends to be rather stoic and unorganized on their own behalf, we took the approach of focusing on future generations who will benefit from our work. In doing so, we created an initiative that had strong appeal to women and men: Generation ZERO, the first generation of men free from prostate cancer.