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 t guys 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 directed by MJ van Dorssen from Romance Films 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 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”.
Van Dorssen added: “It was an absolute privilege to be involved in such a worthy cause. The great script provided a wonderful opportunity for me creatively, and it wouldn’t have been possible without the incredible support from our local film industry, who helped us bring it to life.”
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: email@example.com. 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
Production company: Romance Films
Director: MJ van Dorssen
Producer: Helena Woodfine
Audio: We Love Jam
Editor: Gordon Midgely
Social posts directed by Kevin Fitzgerald
Post: Fuel Content