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Prostate Cancer Canada breaks national campaign

Prostate Cancer Canada has begun a new marketing campaign, developed by Doug & Serge of Toronto. This is the first work the agency has produced for the organization since winning the account last month. The national campaign includes washroom posters and digital displays, provided pro bono by UB Media. Other elements may be added as the effort continues. The creative depicts a man with buttocks instead of a face, accompanied by the copy, "Only a butthead wouldn't get his prostate checked."

"Prostate cancer is the most common men's cancer, but it's not something that's talked about all that often," said Ian Schwey, creative director at Doug & Serge. "Men tend to avoid discussion around health issues in general, but especially around prostate cancer. In this case, humour seemed like it would be an effective way of breaking the ice. Also, a lot of cause marketing tends to be pretty heavy-handed, so we chose to approach it from more unexpected, lighthearted angle. Just like breast cancer, testing for prostate cancer isn't a big deal. It's a simple test, but lots of guys make excuses. Our thought was, 'What kind of guy wouldn't get it done?'"

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