Case Study
Novartis
Prostation: Where the Pros Talk Prostate
Novartis and PROCURE’s ProStation campaign used the familiarity of Canadian hockey to open conversations about prostate cancer. Working alongside agency partners, XMC brought NHL teams and alumni into a bilingual awareness program spanning regional digital, television and radio channels.
MISSION
Use trusted hockey personalities and partnerships to encourage prostate cancer conversations across English and French Canada. The program needed to make a sensitive health topic more approachable while ensuring the message could travel credibly through regional media, team platforms and bilingual Canadian audiences.
DELIVERY
XMC negotiated and managed the sports partnerships within the wider campaign.
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Secured partnerships with three NHL teams and alumni Lanny McDonald, Wendel Clark and Guy Carbonneau.
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Managed talent, partnership assets and activation delivery.
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Supported a multi-channel program with regional digital, TV and radio exposure.
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ADDITIONAL SERVICES DELIVERED
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XMC+ · Athlete and Management Training · Project Management
RESULTS
The wider campaign generated substantial earned exposure and public service announcement distribution. XMC’s contribution was the negotiation and management of sports partnerships that helped carry the message into familiar Canadian settings.
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28M+ — Campaign earned media impressions
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1,000+ — Televised PSA airings in the first three months
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5 provinces — Regional campaign coverage
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3 NHL teams — Partnerships negotiated and activated
