Blitzing the Barriers: ZERO Prostate Cancer’s Bold $20 Million Initiative

By: Erika Ekdahl

Prostate cancer is a formidable opponent, but for too long, systemic barriers have made the fight unequal. Disparities in diagnosis, treatment and survival rates persist, especially for Black men, Veterans, and rural underserved communities. That’s why ZERO Prostate Cancer, the nation’s leading advocacy, education and support foundation, has launched its most ambitious initiative yet: Blitz The Barriers.

This bold, multi-year, $20 million campaign is not just about raising awareness; it’s about driving tangible, lasting change on the ground in the communities that need it most. The ultimate goal? To save 100,000 lives by 2035, moving closer to the vision of Zero Stigma. Zero Barriers.

 

A Comprehensive Approach to Health Equity

Blitz The Barriers is rooted in the understanding that achieving health equity requires a multi-faceted strategy that tackles obstacles head-on. The campaign’s core pillars are:

• Education & Outreach: Providing culturally-tailored, trusted information about risk factors, the importance of screening, and treatment options. This is delivered in-person and virtually within communities.
• Cancer Screening Events & Early Detection: Working with local providers to host screening events and promoting access to early detection information and resources.
• Patient Support & Navigation: Offering personalized services to help patients understand their diagnosis, navigate the complex healthcare system, and access necessary care, beginning in pilot communities.
• Community Engagement: Building strong collaborations with trusted local organizations, such as community health centers, faith-based groups, fraternities, and barbershops, to amplify the message and deliver resources where people already gather.
• Advocacy: Influencing public policy at local and national levels to create systemic change, advocating for measures like cost-free screening for high-risk populations and increased funding for research.

The initiative has begun by activating in pilot cities like Atlanta and Baltimore—areas with significant disparities—with plans to expand to at least 12 communities by 2027.

 

Corporate Power: Activating the Campaign with Lead Partners

A campaign of this magnitude cannot succeed through grassroots efforts alone; it requires significant investment and strategic partnership. This is where corporate partners step in, playing a crucial role in providing the financial backing and shared vision necessary to power the effort.

The launch of Blitz The Barriers was jumpstarted by a phenomenal commitment from its partner, Novartis.

• Financial Investment: Novartis committed a substantial $7.5 million over three years to launch and sustain the initial phase of the initiative. This foundational commitment validates the campaign’s comprehensive strategy and provides the resources to activate its initial pilot programs.
• Shared Vision and Expertise: As an innovative medicines company, Novartis brings not only financial support but also a deep understanding of the healthcare landscape. The partnership is about working collaboratively to transform the prostate cancer landscape and ensure that screenings and care are accessible to all, regardless of zip code.
• Driving Systemic Change: The partnership leverages the strengths of both organizations—ZERO’s patient advocacy and community connections, and Novartis’s reach and commitment to oncology—to drive both local impact and national systemic reform.

In line with its mission to break barriers and reduce stigma, ZERO has developed a range of corporate partnership offerings to attract and engage companies (and customers) from a range of industries. Companies like AutoNation (which supports fundraising through point-of-sale and employee campaigns) and Pfizer Oncology (a long-time sponsor of ZERO’s events and support programs) highlight a diverse model of corporate activation. Additional corporate partnership engagements include:

• Cause Marketing& Customer Fundraising: Leveraging retailers and products to raise funds for and awareness of ZERO’s mission.
• Prostate Cancer Awareness Month (September): Using the month of September to connect with men and families nationwide, raise funds and awareness to improve and save lives from prostate cancer. Corporate partners, celebrities and media share about ZERO with a call to “take action” to help close gaps in diagnosis, treatment, and care.
• Event Sponsorship: Sponsoring the annual Advocacy Summit and the nationwide Run/Walk Series to mobilize supporters and provide essential program funding.
• PEAKS Challenge: ZERO Prostate Cancer’s hiking program that aims to rally support and awareness for prostate cancer by hiking iconic mountains and trails worldwide.
• Advocacy: Working together on advocacy efforts to push for crucial legislative changes, such as eliminating cost barriers to screening.

By forming these powerful collaborations, ZERO Prostate Cancer is transforming its mission into action, ensuring that every patient, especially those historically underserved, has the support, education, and access to care they deserve.

You can hear more about ZERO’s new initiative on YouTube: Blitz the Barriers – ZERO Prostate Cancer. This video explains the initiative’s goal to address significant disparities in prostate cancer outcomes.