Astellas Pharma has partnered with USA Rugby and the Australian Rugby Union to promote prostate cancer awareness. Prostate cancer is the second most common cancer among men, meaning that about one in seven American men will be diagnosed with the disease at some point in their lifetime. To generate research funds and increased awareness, Astellas Pharma has launched a social media campaign called '#pass4prostate.'
The new campaign is designed as a social media challenge. Users are asked to record a short video of themselves catching an object and then passing in on to a family member in a rugby-style. For every video submission, Astellas Pharma pledges to donate $5 to prostate cancer advocacy organizations. The submissions can be posted to Facebook, Twitter or Instagram, as long as they feature the hashtag #pass4prostate.
The campaign relies on the love of a popular sport as a way of educating fans about prostate cancer awareness.