In Argentina alone, more than 1 case of prostate cancer is diagnosed per hour, and more than 11,600 per year. It is the second leading cancer death cause in men (with an average of … read more10 deaths per day), considering that 1 in 6 over the age of 50 will develop it during their lifetime. Facing this reality LALCEC, being the most important organization in cancer prevention and detection in Argentina, with more than 100 years of experience, premieres its new campaign created together with Grey Argentina as an opening for a series of actions leading up to June 11th, World Day of Prostate Cancer. To raise awareness about the importance of annual urological check-ups that can detect the disease earlier, reduce the likelihood of invasive treatments and increase the survival rate by 95%, the campaign presents a group of friendly finger puppets performing a musical with the message “Don't Fear the Finger”. The action seeks to reaffirm the importance of overcoming the fears and prejudices long associated with urological examinations that result in 7 men out of 10 not having their annual check-ups. Typically, health promotion campaigns are designed to elicit fear, yet the use of fear is often proved ineffective in achieving the desired behavior change. So, with this campaign, LALCEC chooses a radically different approach breaking the existing taboo and prejudices over the rectal examination.
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