INTRODUCTION:
prostate cancer is one of the most prevalent cancers among men in South Africa, particularly affecting those in rural and underserved communities. Despite growing awareness, late presentation and poor health-seeking behaviour remain significant challenges. Understanding the sociocultural factors that shape men’s experiences and decision-making regarding prostate cancer is essential for improving early detection and care.

OBJECTIVE:
This study explores the perspectives of prostate cancer survivors and men in the general population on prostate cancer, its prevention, treatment and related health-seeking behaviour in a rural South African context.

METHODS:
this study adopts a qualitative design. Semi-structured interviews conducted with two purposefully sampled groups: prostate cancer survivors (n=15) and men from the general population with no known diagnosis (n=15), in the OR Tambo District of the Eastern cape Province, South Africa. Interviews will be conducted in isiXhosa (the local language), audio- recorded, transcribed and translated into English. Data will be analysed thematically using NVivo software. Ethical approval has been obtained from the Walter Sisulu University Human Research Ethics Committee (014/2025), with additional permissions granted by the Eastern Cape Provincial Department of health and Nelson Mandela Academic hospital.

CONCLUSIONS:
The findings will contribute to a deeper understanding of individual and community-level factors influencing prostate cancer health-seeking behaviour. This study will generate context-specific qualitative evidence to guide public health policy and prostate cancer awareness campaigns in rural African settings, male-friendly community interventions to promote early detection in rural areas, with broader implications for addressing health inequities in non-communicable disease care. KEYWORDS: Prostate cancer, Health-seeking behaviour, rural men, cancer awareness, South Africa