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Prostate Cancer Foundation BC debuts Checkup Briefs

The Vancouver-based Prostate Cancer Foundation BC is conducting a promotion intended to increase prostate exam bookings for men nationally. The effort is timed to coincide with Prostate Cancer Awareness Month in September. The initiative, called “Checkup Briefs,” features a pair of white men’s underwear with a rear opening to allow doctors access for prostate exams. Canadian men can participate by booking a prostate examn and posting about it on soial media. Randomly-selected winners will receive a box of the briefs, along with information about prostate exams.

“Prostate cancer is still the number one most diagnosed cancer among Canadian men,” said executive director Leah Lariviere. “Our goal with ‘Checkup Briefs’ is to amplify awareness around the importance of having prostate exams through a more humorous approach. We hope that this more tongue-in-cheek direction can allow men to feel more comfortable about learning and talking about prostate exams.”

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