“What’s your number?” That was the simple opening question in a teaser campaign to raise awareness of prostate cancer and encourage men to get a blood test to help them fight the disease.
The initial teaser ads from Prostate Cancer Canada were followed with executions that included the URL WhatsYourNumber.info, and as of this week, the full reveal is rolling out.
The ads now ask: “What’s your PSA number?” PSA refers to Prostate Specific Antigen, a blood test that can aid in early detection.
According to Prostate Cancer Canada, one in six men will be diagnosed with the disease and a PSA test along with digital rectal examination is the best early detection practice available.
“Prostate cancer is as prevalent in men as breast cancer is in women,” said Rebecca von Goetz, executive vice-president, marketing and communications, Prostate Cancer Canada. Despite that prevalence many men are uncomfortable discussing prostate cancer or even asking questions about it. “[The campaign] is just to get people talking about it and to make them comfortable asking questions.”
New PCC research showed only 35% of Canadian men over 40 have had a PSA test and 90% don’t know their PSA number. The charity recommends that at 40, men establish a baseline PSA, and begin annual or semi-annual PSA monitoring at age 50.
Aside from targeting men over 65, PCC also hopes the ads will reach younger males and females who often “nudge” their male partners and friends to get the test.
The ads are showing up on TSN.com, in newspapers and on transit networks in Vancouver, Calgary, Toronto and Halifax.
The campaign was created by Stellick Marketing & Communications in Toronto, which was hired by the charity about 18 months ago for a public relations and advertising mandate that included a rebranding last May. Previously the charity was known as the Canadian Prostate Cancer Network.
Since launching the new brand last May, Prostate Cancer Canada has been working to promote its Blue Tie as the symbol for the cause, but recent controversy in the press about the validity of the test and the anxiety that can come with testing prompted the new campaign.
“What we are trying to do is establish our tie to be the equivalent of the breast cancer ribbon,” said Steve Jones, president and CEO. “This is the only campaign that will deviate slightly from the tie.”
PCC felt it had to address the controversy head on, and encourage men to talk to their doctors and learn more about test. “We had to step up and educate people,” said Jones.
Von Goetz said they went with the teaser ads to try and stand out from some of the other cancer awareness campaigns.
“We felt that it was important to be somewhat provocative… to create a little buzz we hope. And we thought it had to be a little different,” she said.
