New campaign urges SA’s men not too ‘fear the finger’

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

‘Don’t Fear The Finger’, an integrated advertising campaign inspired by the classic horror movie genre launched during men’s 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’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.

“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: “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”.