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Prostate Cancer Canada conducts Alternatives campaign

Prostate Cancer Canada is conducting a campaign promoting the importance of prostate cancer checks. The campaign, called "The Alternatives," consists of three online videos ostensibly presenting men with three alternatives to seeing a doctor for a prostate exam. The first two options are to do it oneself or ask a friend to assist. The final execution, timed to coincide with Mother's Day, encourages men who are reluctant to see a doctor to ask their mother to conduct the exam. The campaign, developed by McCann Canada of Toronto, also includes digital, radio and print advertising, as well as social media activities and web-based materials at <>.

"We wanted an impactful way to get the conversation started to highlight the importance of prostate cancer checks," said David Leonard, CEO of McCann Canada. "It's a simple thing to do that can save your life, so definitely worth talking about. It's long been a taboo subject for men, and it was time to bring this disease out into the open and demonstrate that, while not an overly enjoyable experience, the alternatives are much worse."

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