Astellas & Energi PR

November is Movember: Selfies for the greater good.


Astellas & Energi PR


Social Strategy
Content Development


#Pucks4Prostate Campaign

In 2018, it is estimated that 21,300 Canadian men will be diagnosed with prostate cancer.

In other words, on average 58 Canadian men will be diagnosed with prostate cancer every day. Prostate cancer represents 21% of all estimated new cancer cases in men. An estimated 4,100 Canadian men will die from prostate cancer in 2018.

To help battle this, Astellas teamed up with Movember Canada and the Toronto Maple Leafs to raise awareness for men’s health and prostate cancer.

Dash was engaged to develop a month-long campaign '#Pucks4Prostate' to help to spread awareness. The idea was to take a selfie with a moustache and post it on Twitter or Instagram using the hashtag #Pucks4Prostate — sharing it with friends and family. For each unique post and engagement, Astellas donated $5 up to a maximum of $50,000 to Movember Canada. That included every like, tweet, retweet, or reply with the #Pucks4Prostate hashtag.

The results. There were over 109,000 Instagram post, shares, and likes not including over 1.5m Twitter impressions. Most importantly, Astellas reached their goal and donated $50,000 to Movember Canada.