Relax Your Tight End (case study)

Prostate cancer is the most commonly diagnosed cancer and the second leading cause of cancer-related death among men in the United States. While early detection leads to a five-year survival rate of more than 99%, millions of eligible men continue to avoid screening. A major reason is a persistent misconception: nearly 60% of men mistakenly believe prostate cancer screening begins with an invasive rectal exam. In reality, the first step is usually a simple PSA blood test. Novartis identified an opportunity to remove the fear, stigma and misinformation preventing men from taking action.

To make prostate cancer screening easier to talk about, Novartis launched "Relax, It’s a Blood Test", a national awareness campaign built around the playful line "Relax Your Tight End." Leveraging one of the most-watched cultural moments in America, the campaign enlisted legendary NFL tight ends and prostate cancer survivor Bruce Arians to deliver a simple message: prostate cancer screening starts with a blood test, not the procedure many men fear. By combining humour, sports culture and education, the campaign transformed an uncomfortable health topic into a conversation millions of men could engage with.

Created by Fallon and launched during Super Bowl LX, the campaign featured NFL stars Rob Gronkowski, George Kittle, Tony Gonzalez, Greg Olsen, Vernon Davis, Delanie Walker and Colby Parkinson alongside Super Bowl-winning coach and prostate cancer survivor Bruce Arians. The humorous hero film used football terminology and tight-end references to challenge misconceptions and encourage men to speak with their doctors about PSA testing. Beyond the Super Bowl broadcast, Novartis partnered with leading advocacy organizations including the American Cancer Society, Prostate Cancer Foundation and ZERO Prostate Cancer to deliver educational resources, risk-assessment tools, community outreach, screening events with NFL teams and on-site activations at major football events.

The campaign turned prostate cancer screening into a national conversation through a high-profile Super Bowl launch and partnerships with NFL legends, current players and leading advocacy organizations. By correcting the misconception that screening requires an invasive exam, it helped reduce stigma and encourage men to consider a simple PSA blood test. Extensive earned media coverage and nationwide educational activations amplified the message beyond the broadcast, supporting Novartis' goal of increasing awareness, promoting earlier detection and driving more informed conversations between men and their doctors.