Prostate cancer foundation begins educational campaign
By Adnews Staff
The Toronto-based Prostate Cancer Research Foundation of Canada has released a new public education campaign called "Don't Get Scared. Get Tested" to coincide with Prostate Cancer Awareness Week, which will take place from Sept. 19 to 25. The purpose of the campaign is to raise awareness of the disease and promote the health benefits of its early detection. "Our research shows us that we must continue to educate Canadian men, especially those 45 and older who are at risk for developing the disease, to get tested for prostate cancer," said John Blanchard, president of the foundation. "The good news is that 95 per cent of prostate cancer can be cured if detected and treated early, but first men have to stop ignoring or avoiding the subject." The creative consists of a television commercial and posters depicting a man with his head buried in sand like an ostrich. The ads direct viewers to the foundation's website at <http://www.prostatecancer.ca> for more information, including a "Prostate Owner's Manual." These assets will also be incorporated into the foundation's educational, fundraising and direct mail materials. The campaign was created by Partners and Edell of Toronto. Public relations are being handled by Praxis. According to the foundation, prostate cancer will afflict one in seven men in their lifetime.