| Story | Prostate cancer is the most common cancer among men, aside from skin cancer, and the chance of being diagnosed rises rapidly after the age of 50. In fact, prostate cancer is found in 6 out of 10 men older than 65 and by 80, most men have some form of cancer in their prostate. Eventually all men will get prostate cancer.When detected early, over 90% of prostate cancer cases are curable and 95% of cases are treatable. As a result, Prostate Cancer Canada encourages all men over the age of 40 to get tested regularly.Despite this, prostate cancer as a topic remains invisible. The traditional rectal screening is uncomfortable and awkward. Just the thought of it makes most men squirm and want to avoid going for their annual checkup. If they do go, they refuse to talk about it and pretend it never happened because of the associated stigma.Knowing that previous campaigns that focused on guilt or worst-case scenarios were not successful in driving more men to get tested, we set out to make proactive screening a staple and standard part of men’s health in a way that would resonate and drive action. |