TEAM:
Tiara Strait (ST)
CONTEXT: Novartis, a healthcare brand focusing on innovative medicines, launched a 2026 Super Bowl Ad addressing the fear of getting a prostate cancer screening test. Through the spot, Relax Your Tight End, they utilized NFL Tight Ends to show how easy it is to get a blood test that screens for prostate cancer. However, the campaign only lives with the Super Bowl Spot, so here is how we would amplify the campaign before and after gameday.
5-SECOND VERSION Although prostate cancer rates among men are widely known, an estimated 40.3 million age-eligible men in the U.S. have never received a PSA blood test, often because fear of a potentially uncomfortable exam discourages them from making an appointment. While prostate cancer is highly treatable when detected early, delaying testing due to these concerns can allow the disease to progress too far. By continuing to normalize conversations around prostate cancer screening, we can reduce the stigma associated with the test and help men feel more comfortable seeking early detection.
MY TWO CENTS: What stood out to me in this project was that the barrier to prostate cancer screening isn’t an awareness issue, it's one of discomfort. Many men already know testing exists, but the stigma around discussing prostate health keeps the conversation avoided. That realization shifted the focus from promoting the test itself to normalizing the conversation around it.
[BACKGROUND]
Men have long associated prostate exams with invasive, uncomfortable procedures, specifically rectal exams, which has created a major barrier to getting tested. That perception alone has discouraged many from taking action, even when early detection is critical.
Novartis is working to change that. With a new blood test, men can now screen for prostate cancer through a far simpler, less invasive experience.
To introduce this shift, Novartis launched a 2026 Super Bowl spot, Relax Your Tight End, encouraging men to rethink testing as something easy, not intimidating.
But beyond the ad and a supporting website, the message has not traveled far.
So the question becomes: How can this campaign expand beyond a single moment and drive broader awareness of a simpler way to get tested?
Click picture to watch Super Bowl Spot
Here are the missed opportunities could've done to enhance their time in the spotlight
[COMMS PLAN]
Pregame
Game Day
Postgame
Comms Tasks
Spark curiosity about the Novartis campaign
Encourage people to visit relaxitsjustabloodtest.com and relieve pressure of prostate cancer blood tests in general
Continue pushing the need and importance to get a blood test
Comms Barriers
As a pharmaceutical brand, Novartis advertising can get overlooked
People are unaware of how easy it is to get tested for prostate cancer
People need constant reminders that getting a blood test is important and not as scary as they think
Media Channels
PR Stunt
Social Media Teasers
(Instagram)
Superbowl Spot
Billboards
Merchandise
Prostate Awareness Month Partnership
Pregame
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Generate buzz
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Make people curious
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Have people tuned in for the ad
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Create a sense of connection between the players and fans
To kick off the campaign, a PR stunt promoting “come relax with ~NFL Player~” will pique interest about why they are doing this. Each stunt will nod to finding out more about this during the superbowl spot.
Following the PR stunt, we want to keep generating buzz and curiosity online by showing the tight ends relaxing in their various football cities. Each caption will nod to finding out more about this during the superbowl spot.
Postgame
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Builds momentum long after Super Bowl spot
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Encourages people to get a blood test
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Creates ease about this topic
Following the Super Bowl, we want to keep momentum going by showing how regular people can be just as relaxed as the tight ends because they signed up to take the blood test.
September is Prostate Cancer Awareness Month. During this time, we’ll continue the NFL + Novartis partnership to push the narrative of “it’s just a blood test.” Through having athletes sport the prostate cancer ribbon, a reminder that getting a blood test is important for their health will be reinforced and hope to urge people do so
