Beat Cancer Off.
Not for profit cancer organisation Fuck Cancer is prompting Australian men to get prostate tests and ‘beat’ cancer in a campaign via VML Health.
Men who ejaculate 21 or more times per month may reduce their risk of prostate cancer by up to 22%, according to the landmark Health Professionals Follow-up Study (HPFS).
“At Fuck Cancer, we look for ways to translate credible science into behaviour change,” said Fuck Cancer co-founder, Yael Cohen.
“The data around ejaculation frequency and prostate cancer risk is compelling. It’s rare that science and behaviour align this clearly, so yes, we’re encouraging men to take their health into their own hands. Instead of burying that in a journal, we’re bringing it into culture. Because if men aren’t engaging with the message, the message isn’t working.”
The campaign consists of an original song, an animated video, the first-ever smartphone app (to track and prompt), out of home, social, and brand partnerships.
The campaign is also supported by leading prostate cancer specialist Dr. Lorelei Mucci, ScD, Professor of Epidemiology and Director of the Cancer Epidemiology and Cancer Prevention Program at the Harvard T.H. Chan School of Public Health, and co-author of the HPFS research.
Influencers were sent a limited edition 21 Tissues Box, with tissues numbered 1–21 and a QR code linking to the Fuck Cancer site.
“Every euphemism in the song, every frame of the film, and every page of the microsite, is designed to do one thing: make prostate health something men can’t ignore and make it easier for them to speak up and seek help,” said VML Health CEO Claire Gillis.
“Great health communication meets people where they really are. Humour can be a powerful tool when it’s grounded in scientific evidence.”
The video has not been embedded due to age restrictions.
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