The Alternatives: an awareness campaign by Prostate Cancer Canada & McCann Canada

To address the lack of comfort many men still have with the idea of visiting a doctor to get their prostates checked, Prostate Cancer Canada (PCC) has teamed up with the fearlessly creative team at McCann Canada to present men with three much more discomfiting Alternatives: doing it themselves, getting help from a friend, or asking mom for assistance.

Have a watch:


Your Friend:

Your Mom:

Conceived and produced by McCann, this bold campaign is intended to trigger a broader discussion about prostate cancer, and to encourage men to talk to their doctor about their personal risk and an early detection strategy that's right for them, including when to get a baseline PSA test.

"We wanted an impactful way to get the conversation started to highlight the importance of prostate cancer checks. Personally, I get checked once a year," said David Leonard, CEO McCann Canada. "It's a simple thing to do that can save lives, so definitely worth talking about. It's long been a taboo subject for men, and it was time to bring this disease out into the open and demonstrate that while not an overly enjoyable experience, the alternatives are much worse."

The most common cancer in men, one in seven Canadian men will be diagnosed with prostate cancer in their lifetime. While elevated PSA levels don't always signify prostate cancer, they often times do. Generally, prostate cancer exhibits no symptoms at an early stage and it is at this stage that the PSA test can be a valuable tool to alert men to the presence of prostate cancer when longer term survival rates are at their highest -- 100 per cent, five years after a diagnosis.

"It's for this very reason that we at PCC are tireless about reinforcing the importance of early detection and PSA testing to Canadian men and their families," explained Rocco Rossi, President & CEO at PCC. "Consulting a medical professional and getting a PSA test is our best current method to flag a potential issue with their prostate. Short of that, as our friends at McCann have so cleverly demonstrated, the alternative is quite literally ridiculous."

What is the PSA Test?

The PSA test is a simple blood test, taken from your arm, that measures the amount of prostate specific antigen (PSA) in your blood. While there are controversies with the PSA test, high numbers serve as a powerful red flag for further investigation. Learn more.

How can PSA help?

Early detection of prostate cancer saves lives. When detected early, the survival rate for prostate cancer can be more than 90%. Without testing for prostate cancer, the excellent survival rate afforded by early detection is lost and men are diagnosed at a much later stage, when death from the disease becomes more likely. Learn more.

What is the Digital Rectal Exam?

In a digital rectal exam (DRE), your doctor will feel the size and shape of the prostate by inserting a gloved and lubricated finger into the rectum. The area where more prostate cancers are found can be felt during this test. Learn more.


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