Cipla Campaign #FafChallenge Wins Top PR Award
Cipla South Africa’s #FafChallenge Leveraging an iconic SA moment to raise testicular cancer awareness campaign won gold at the virtual PRISA PRISM Awards ceremony recently.
Our PR agency, MSL, submitted this award entry. From an agency perspective, this is only their fourth PRISM Gold in their 11-year history and the first ever in the highly competitive healthcare category.
Springbok rugby player, Faf De Klerk, challenged all men to be ballsy and tackle testicular cancer by feeling for any irregular lumps, swelling or pain. The challenge was taken up by the rest of the Springbok team and the campaign quickly went viral in both traditional and social media.
The objective of the campaign was to raise awareness around testicular cancer and to get stop men from being embarrassed about this aspect of their health as early diagnosis saves lives. Early-stage testicular cancer can be detected through a simple self-examination, and Cipla created a website with guidelines in this regard: www.fafchallenge.com.
About the Prism Awards
The PRISMs are Africa’s most sought-after public relations and communication awards and are judged by over 67 judges alongside 10 dynamic young judges, as part of the PRISMs Young Voices initiative. The PRISMs are awarded to public relations campaigns that have successfully fused strategy with creativity and professionalism to achieve the best communications and business objectives. Judges measure success based on what was actually achieved in real terms based on the initial goals and objectives.