Prostate cancer screening shouldn't be a source of anxiety or fear, yet we discovered an insight that millions of men avoid it because of a single misconception that it involves an invasive “digital rectal exam” or “finger test,” and the lack of awareness that prostate cancer screening can start with a simple blood test. In a first-of-its-kind collaboration with the NFL, Novartis launched the “Relax, Your Tight End” spot together with a broader platform “Relax, It’s A Blood Test,” to cut through the stigma and normalize the conversation around early detection. The idea is simple, a “tight end” is a football player position, and it also means a clenched butt, signaling anxiety. The double entendre was the perfect way to tell men and their loved ones there is a finger-free blood test to screen for prostate cancer. Featuring a roster of NFL Tight End legends and current stars, the campaign launched where men and their loved ones couldn’t miss it - the Super Bowl. By stepping outside of traditional healthcare spaces and onto the biggest stage in the world, Novartis translated medicine into culture’s language, making it relatable, accessible, and actionable.