Don’t Fear the Finger
Prostate cancer is the most common form of cancer in males locally and globally and it’s showing a significant increase in numbers. The problem is, for most men, there’s nothing more terrifying than going for the dreaded ‘finger check’. So much so that prostate cancer, which is highly treatable in its early stages, goes largely undetected until it’s too late.
Today though, unbeknownst to most men, the first prostate exam for guys over the age of 40, can be a simple blood test, with ‘the finger’, or Digital Rectal Examination, only playing a role if abnormalities are found.
With this in mind, CANSA and advertising agency HelloFCB+ set to work to find a creative way to get guys into CANSA Care Centres for a prostate blood test.
Introducing ‘Don’t Fear The Finger’, an integrated advertising campaign, inspired by the classic horror movie genre, that removes the fear and encourages men to go for a test. The campaign launched during men’s health month in November with a TVC, and follows a man tentatively going for his first prostate exam only to find out that his fears are completely unfounded.
Social videos and online banners also use suspense and fingers to point men to the campaign microsite where they can book an appointment at their nearest CANSA Care Centre.
“Using the very thing that men fear the most to deliver a positive message, felt like the perfect way to dispel some of the myths around what men think a prostate exam is all about”, says Mike Barnwell, CCO of HelloFCB+
Lucy Balona, Head of Marketing and Communication at CANSA, is enthusiastic about the campaign and says, “It’s important that men’s cancers are met with the same vigour and commitment that women’s cancer awareness receives. CANSA is proud to be a part of this project and we hope that we can reach more men than we have before, encouraging them to get screened and get educated as early detection is vital”.
CANSA Care Centres offer reduced cost prostate screenings to encourage men to go and get tested. Go to www.dontfearthefinger.co.za for more info.
CANSA offers a unique integrated service to the public and to all people affected by cancer. CANSA is a leading role-player in cancer research and the scientific findings and knowledge gained from our research are used to realign our health programmes, as well as strengthen our watchdog role to the greater benefit of the public. Our health programmes comprise health and education campaigns; CANSA Care Centres that offer a wide range of care and support services to those affected by cancer; stoma and other clinical support; medical equipment hire, as well as a toll-free line to offer information and support. We also supply patient care and support in the form of 12 CANSA Care Homes in the main metropolitan areas for out-of-town cancer patients and CANSA-TLC lodging for parents and guardians of children undergoing cancer treatment.
Visit www.cansa.org.za or contact the nearest CANSA Care Centre, call CANSA toll-free 0800 22 66 22 or email: email@example.com. In addition to online resources and Facebook support groups, CANSA offers multi-lingual support on WhatsApp: 072 197 9305 for English and Afrikaans and 071 867 3530 for Xhosa, Zulu, Sotho and Siswati. Follow CANSA on Twitter: @CANSA (http://www.twitter.com/CANSA), join CANSA on Facebook: CANSA The Cancer Association of South Africa and follow CANSA on Instagram: @cancerassociationofsouthafrica and LinkedIn.