Roger Wheelwright, prostate cancer nurse specialist at John Taylor Hospice, Erdington, UK explains the reason Benjamin Brothers, a campaign to raise awareness of prostate amongst afro-caribbean men in Birmingham, was so successful. He claims that the project was a success because it was a grassroots campaign built up from within the community, rather than a national campaign imposed from above. He suggests that such an approach would be successful in similar communities in other areas. Indeed, the he suggests that the take home message of the success of the program is the importance of directly engaging individuals within communities. It provides a point of contact and makes a campaign more personalised, generating an integrated, inclusive service. Recorded at the 2016 Annual Meeting of the Oncology Nursing Society (ONS), held in Brighton, UK.