Following the outstanding results of last year’s campaign “Be Brave, Stay Healthy”, Zagrebačka Pivovara and Ožujsko Beer are continuing their initiative focused on men’s health. More than 4,500 men registered last year for free urological check-ups, which Žuja, in collaboration with Croatia Polyclinic, provided for men over 50 and those aged 45 with a family history of prostate cancer. So far, nearly 3,000 screenings have been conducted, with over 10% of them revealing indications for further medical examinations – confirming the critical role of preventive screenings in the early detection of prostate cancer and the preservation of health.
To further contribute to public health, in addition to free screenings, Zagrebačka Pivovara and Ožujsko Beer donated €50,000 as part of last year’s campaign to support the education of urologists at KBC Sestre Milosrdnice.
At the end of February last year, Croatia’s favorite beer brand launched this socially responsible campaign to raise awareness about the importance of regular health check-ups and early detection of prostate cancer—the most common cancer among men in Croatia. The campaign aimed to encourage men to be proactive and recognize the importance of preventive screenings, emphasizing that early detection significantly increases the chances of successful treatment.
“The results of the campaign exceeded our expectations, but what matters most is that we managed to motivate so many men to recognize the importance of preventive screenings and take action to preserve their health. If we managed to help even one man find the courage to get checked in time and potentially save his life, we have already achieved something incredible. We will continue working on raising awareness about this important issue because when you see results like these, you realize you are making a real difference,” said Ana Štebih Pinjuh, Marketing Director of Zagrebačka Pivovara. She emphasized that Žuja aims to be an active part of the community through meaningful initiatives.
Rene Bitorajac, Goran Navojac i Goran Bogdan
The popular campaign was accompanied by an inspiring TV commercial featuring Goran Bogdan, Goran Navojec, and Rene Bitorajac in the main roles. This well-known trio, a staple of Žuja’s campaigns, once again teamed up to use humor in encouraging men to prioritize their health and attend urological screenings. This creative approach has already been recognized by numerous industry organizations in the region, which have awarded the campaign. Additionally, in Bosnia and Herzegovina, Žuja launched and successfully implemented the same campaign, achieving excellent results.
The value of this initiative is also recognized by Prof. Dr. Igor Tomašković, Head of the Urology Clinic at KBC Sestre Milosrdnice:
“The success of this campaign shows that humor, combined with a clear message, can indeed motivate people to take action. We must all continuously work on raising awareness about the need for regular screenings because only with such an approach can we combat the alarming number of prostate cancer-related deaths in Croatia. Prostate cancer is difficult to detect in its early stages due to a lack of symptoms, but early diagnosis is crucial since it leads to a 100% success rate in treatment,” said Prof. Tomašković.
In recent years, prostate cancer has been the third leading cause of cancer-related deaths among men. According to the latest data, around 2,800 men are diagnosed with prostate cancer annually in Croatia, with about 800 deaths and nearly 600 cases going undetected each year, significantly increasing mortality from this disease.
This is why, after a successful first year, Zagrebačka Pivovara and Ožujsko Beer are continuing the “Be Brave, Stay Healthy” initiative this year. The new commercial is available at [LINK], and interested men can register for free screenings at budihrabar.ozujsko.com.
Žuja remains committed to investing in socially responsible projects like this, aiming to continue raising awareness about important social issues and driving changes that bring real and lasting value.
