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4K Score is a diagnostic blood test designed to provide men

with a clearer, less invasive pathway in detecting prostate cancer.

Unlike traditional exams, which can be painful and uncertain, 4K Score measures PSA levels and helps determine when a biopsy is truly necessary.

This innovation reduces unnecessary procedures while giving patients peace of mind.

The Challenge

Prostate health is a sensitive topic. Men often avoid or delay conversations about testing, leaving a gap in awareness and understanding. For 4K Score, the challenge was twofold:

  • Break through the stigma and silence surrounding prostate cancer testing.
  • Introduce the test as a modern, reliable alternative in a way that felt approachable, empathetic, and trustworthy.

The Insight

When it comes to prostate health, many men internalize their fears and worries rather than discussing them openly. The decision to get tested often happens in quiet, solitary moments; standing in front of the mirror, questioning their next step. By capturing this emotional reality, 4K Score’s story could resonate more deeply than a clinical explanation ever could

The Solution

Benamor Galvez developed a storytelling-driven campaign anchored in empathy and clarity:
  • Narrative Positioning: Instead of medical jargon, the campaign focused on reassurance; presenting 4K Score as the trusted solution that simplifies a difficult decision.
  • Messaging Strategy: Highlighted the benefits of avoiding unnecessary biopsies, while underscoring accuracy and patient empowerment.
  • Commercial Production: A powerful spot showing a man confronting his concerns in the mirror. His internal dialogue conveyed the stress, worry, and loneliness many men feel, making the audience see themselves in the story.
From Halloween to Christmas to Easter, we built moments that mattered. A year-round strategy designed to turn every season into a reason to visit Petland.
THE Results - THE Results - THE Results - THE Results - THE Results -

The Results

We’ve executed multiple event campaigns across the year, but April offers a look at what an average month can deliver when strategy, creative, and media work together.

  • Emotional Connection: The campaign humanized a clinical product, meeting men where they were emotionally rather than medically.
  • Consumer Awareness: Raised visibility for 4K Score in a category often avoided due to stigma.
  • Brand Differentiation: Positioned 4K Score as not only a medical advancement, but also as a supportive partner in men’s health journeys.
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