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Prostate Cancer Canada conducts parking campaign

Prostate Cancer Canada is conducting an awareness campaign in Toronto called "The Parking Lot Prostate Exam Project." Developed by FCB Canada of Toronto, the promotion makes use of stickers on 200 parking meters in the city intended to demonstrate to men how easy it is to get a prostate check. The sticker is placed around the opening in the meter into which a driver must insert a finger to withdraw their ticket. It displays the copy, "A prostate exam is this easy." The campaign also includes an online video depicting football player Damon Allen speaking with men retrieving tickets from the machines.

"All the research shows that a significant number of men fear getting their prostate checked," said Heather Segal, vice-president of strategic planning at 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."

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