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Don't Fear the Finger Takes the Horror Out of Prostate Checks

15/11/2019
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HelloFCB worked with the Cancer Association of South Africa on the ad
A new campaign for the Cancer Association of South Africa (CANSA) by advertising agency HelloFCB+ is urging South Africa鈥檚 men to visit CANSA Care Centres for a prostate blood test.
 
鈥楧on鈥檛 Fear The Finger鈥, an integrated advertising campaign inspired by the classic horror movie genre, launched during men鈥檚 health month in November with a TVC that removes the fear and encourages men to go for a test. The spot 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.
  
Prostate cancer is the most common form of cancer in males locally and globally and it鈥檚 showing a significant increase in numbers. The problem is, for most men, there鈥檚 nothing more terrifying than going for the dreaded 鈥榝inger check鈥. So much so that prostate cancer, which is highly treatable in its early stages, goes largely undetected until it鈥檚 too late.
 
Today though, unbeknown to most men, the first prostate exam for guys over the age of 40, can be a simple blood test, with 鈥榯he finger鈥, or Digital Rectal Examination, only playing a role if abnormalities are found.
 
鈥淯sing 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,鈥 said Mike Barnwell, CCO of HelloFCB+
 
Lucy Balona, head of marketing and communication at CANSA, is enthusiastic about the campaign and added: 鈥淚t鈥檚 important that men鈥檚 cancers are met with the same vigour and commitment that women鈥檚 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.鈥
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