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New campaign urges SA's men not too fear the finger'

15/11/2019

15 November, 2019 - 11:31

A new campaign for the Cancer Association of South Africa (CANSA) by advertising agency HelloFCB+ is urging South Africas men to visit CANSA Care Centres for a prostate blood test.

Dont Fear The Finger, an integrated advertising campaign inspired by the classic horror movie genre launched during mens 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.

You can view the TVC here: https://www.youtube.com/watch?v=mmwD3wgNFWE&feature=youtu.be

You can see the Instastories here: ttps://youtu.be/uLhFXOF-G3g

Prostate cancer is the most common form of cancer in males locally and globally and its showing a significant increase in numbers. The problem is, for most men, theres 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 its 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.

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, said Mike Barnwell, CCO of HelloFCB+

Lucy Balona, Head of Marketing and Communication at CANSA, is enthusiastic about the campaign and added: Its important that mens cancers are met with the same vigour and commitment that womens 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.

Where to find out more information:

Visit www.cansa.org.za or contact the nearest CANSA Care Centre, call CANSA toll-free 0800 22 66 22 or email: info@cansa.org.za. 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

Credits

Agency: HelloFCB+

Production company: Romance Films

Director: MJ

Producer: Helena Woodfine

Audio: We Love Jam

Post: Deliverance

Editor: Gordon Midgely

Social posts directed by Kevin Fitzgerald

Post: Fuel Content

Embedded video for New campaign urges SA's men not too fear the finger'

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