To stimulate public discussion about prostate cancer and the importance of early detection, Prostate Cancer Canada teamed up with FCB Canada and CFL legend Damon Allen during Prostate Cancer Awareness Month to help get a serious message across through a fun campaign.
Have you ever retrieved a parking pass from a machine and thought “Gee, this is as easy as getting my prostate checked?” No? Well, now you might…
The campaign is intended to trigger a discussion about prostate cancer, the most common cancer in men, and to encourage men to talk to their doctor about their personal risk and an early detection strategy that’s right for them, including when to get a baseline PSA test. When detected early, the survival rate can be over 90%.
For the campaign, 100 stickers have been placed all around the GTA, so when citizens go to pay for their parking and retrieve their parking pass, they are cleverly invited to think, learn, and talk about prostate cancer.
“This new awareness campaign is all about letting men know that early detection of prostate cancer saves lives,” says Dr. Stuart Edmonds, Vice President, Research, Health Promotion & Survivorship for Prostate Cancer Canada. “It’s such an important message, especially in light of Prostate Cancer Awareness Month and last week’s widely covered study published in The New England Journal of Medicine.”
The creative concept was conceived and developed by FCB Canada, working together with Prostate Cancer Canada.
“This is a great way for Prostate Cancer Canada to get people to see how easy it is to get tested,” says Jeff Hilts, Co-Chief Creative Officer at FCB Canada. “Few people realize that prostate cancer is the most common cancer, and this is just a simple way to help get the message out.”
“All the research shows that a significant number of men fear getting their prostate checked,” adds Heather Segal, VP Strategic Planning for FCB. “We just want to show that it’s actually very easy, doesn’t take a lot of time, and that early detection saves lives. In fact, the survival rate is over 90% when detected early. It’s a really important message to get out there.”
Learn more at: prostatecancer.ca/TalkProstate
About Prostate Cancer Canada
Prostate Cancer Canada is the leading national foundation dedicated to the prevention of the most common cancer in men through research, advocacy, education, support and awareness. As one of the largest investors in prostate cancer research in Canada, Prostate Cancer Canada is committed to continuous discovery in the areas of prevention, diagnosis, treatment, and support. For more information please visit prostatecancer.ca
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About FCB Canada:
FCB (Foote, Cone & Belding) Toronto is a part of a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on significantly changing consumer behaviour to the benefit of its clients, its people and society. The company is part of the Interpublic Group of Companies (NYSE: IPG). Learn more at www.fcbtoronto.com
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