Prostate cancer is the most common cancer among men in Argentina. 70% of Argentine men do not get their annual prostate exam. The reason is not ignorance. It is a combination of machismo culture, social taboo, and the ingrained male habit of avoiding a conversation about preventive health until the conversation can no longer be avoided. LALCEC, Argentina’s leading cancer prevention NGO, had been trying to crack that problem for years. Grey Argentina found the mechanism hiding inside one of journalism’s oldest traditions.
The Insight
Every press conference, every television interview, every red carpet conversation ends the same way. A journalist wraps up the exchange and, before walking away, says: “One more question.” That phrase is one of the most universal and instantly recognisable moments in media culture. Every public figure expects it. Every audience understands what it means. What nobody expected was what the question would be.
During Prostate Cancer Awareness Month in June 2025, LALCEC and Grey Argentina, working with production company NINCH Company, coordinated with journalists, television hosts, and reporters across Argentina to insert a single specific question at the close of conversations with well-known sports, entertainment, and political figures who were at the appropriate age for annual prostate cancer screenings. The question was: “Have you had your annual prostate exam yet?”
The Execution
The campaign infiltrated the media environment in which it ran rather than advertising alongside it. In partnership with Telefe, Paramount’s Argentine broadcasting network, hosts and reporters ended their conversations with notable figures, not with the usual follow-up question about their latest project or upcoming appearance, but with a direct, entirely out-of-context inquiry about their prostate health.
Film producer Axel Kuzchevatzky was asked at the Platino Awards red carpet live broadcast. Political figures were asked at press conferences. Sports personalities were asked at post-match media gatherings. The question arrived at the moment of maximum visibility, in the format those individuals and their audiences trusted most, with no advertising packaging around it. It was not a branded segment or a sponsored moment. It was a question asked at the end of a real interview.
The campaign spread beyond the initial coordinated placements. TV hosts, reporters, and influencers who witnessed the question being asked began replicating it in their own interviews, turning a coordinated media infiltration into a cascade that moved through Argentina’s media landscape independently of any further LALCEC involvement. The campaign became news from inside the news.
The Results
PR reach for LALCEC increased 82% compared to the organisation’s previous awareness campaigns, nearly doubling the typical audience for prostate cancer messaging. Prostate cancer screening appointments at the LALCEC Medical Center increased 31% compared to the same period in the previous year. The format converted attention into clinical action, which is the most demanding measure any health awareness campaign can be held to.
The results confirm what the strategy assumed: the barrier was not awareness. Most Argentine men know what prostate cancer is and know they should be screened. The barrier was the social context in which the conversation could be raised without triggering the defensiveness that health conversations about male bodies typically produce in Argentine culture. A question asked at the end of a sports press conference, to a figure that audience respected, in a setting those men were already watching, bypassed that defensiveness entirely.
The Cannes Recognition
At Cannes Lions 2026, One More Question won a Gold Lion in PR in the Media Relations category, confirming that the advertising industry recognised what the campaign achieved structurally. It used no paid media. It bought no advertising space. It leveraged the natural traction of traditional media settings to make a health message travel further than any conventional health campaign budget could have taken it.
Campaign Name: One More Question
Agency Name: Grey Argentina / Production: NINCH Company / Media Partner: Telefe (Paramount)
Brand Name: LALCEC
Location: Argentina (national media; Prostate Cancer Awareness Month, June 2025)
