4K SCORE
What happens when the biggest barrier to a life-saving test
isn't access — it's stigma?
Client
4K Score
Scope
Brand Strategy, Campaign Strategy, Commercial Production, Messaging Strategy, Narrative Positioning
Vertical
Healthcare · Diagnostics
Year
2024
02
The problem
Prostate health is a sensitive topic. Men often delay or avoid conversations about testing altogether, leaving a dangerous gap in awareness and early detection. For 4K Score — a diagnostic blood test that measures PSA levels and helps determine when a biopsy is truly necessary — the challenge was twofold.
THE CAMPAIGN HAD TO —
01
Break through the stigma and silence surrounding prostate cancer testing
02
Introduce the test as a modern, reliable alternative that feels approachable and trustworthy
03
Create an emotional connection that clinical messaging alone could never achieve
02 · THE INSIGHT
The decision to get tested doesn't happen in a doctor's office. It happens in front of a mirror.
When it comes to prostate health, many men internalize their fears and worries rather than discussing them openly. The moment of truth isn’t clinical — it’s personal. Standing alone, questioning their next step, weighing fear against action. By capturing this emotional reality, 4K Score’s story could resonate more deeply than a clinical explanation ever could.
BRAND PLATFORM
A clearer path forward.
03
The solution
BG developed a storytelling-driven campaign anchored in empathy and clarity — replacing medical jargon with human truth.
01
Narrative positioning that framed 4K Score as reassurance, not just a diagnostic
02
Commercial production built around a man confronting his concerns in the mirror, his internal dialogue conveying the stress, worry, and loneliness many men feel
03
Messaging strategy that highlighted the benefits of avoiding unnecessary biopsies while underscoring accuracy and patient empowerment
04
Campaign creative designed to make audiences see themselves in the story, not just understand the product
05
04
Launch direction
Less clinical. More human.
The campaign rolled out across multiple touchpoints throughout the year, with each activation reinforcing the same emotional core.
01
Video-first campaign led by the mirror spot, designed for broadcast and digital placement
02
Messaging built for healthcare provider channels and direct-to-patient awareness
03
Event campaigns executed across the year with strategy, creative, and media working as one system
05
The outcome
The campaign humanized a clinical product, meeting men where they are emotionally rather than medically. It raised visibility for 4K Score in a category often avoided due to stigma and repositioned the brand as more than a medical advancement.
01
Emotional connection established — the campaign resonated with men on a personal level, not a clinical one
02
Consumer awareness elevated for 4K Score in a category where silence was the norm
03
Brand differentiation achieved — 4K Score positioned as a supportive partner in men’s health journeys