#WorldNews: « Can Frankenstein’s finger convince men to get tested for prostate cancer? New ad campaign hopes so – National » #Toronto #Montreal #Calgary #Ottawa #Canada
Prostate Cancer Canada is encouraging males to get examined for the doubtless lethal illness with a daring marketing campaign that references historic and fictional characters within the type of latex gloves – sure, these donned by medical doctors for the customarily dreaded digital rectal examination meant to detect the presence of tumours within the male intercourse gland.
Called “Famous Fingers,” the marketing campaign options 13 gloves – index fingers raised – which are hand-painted with iconic designs for such luminaries as Babe Ruth, Napoleon, Winston Churchill and King Tut.
Each glove is accompanied by the determine’s signature accomplishment. Take, for example, Sherlock Holmes: “His finger cracked every case. Next up, your prostate?”
“Men may not like inherently to be talking about their prostate, but we do know they like talking about movies and music and sports,” mentioned Yaz Maziar, senior director of promoting and communications for Prostate Cancer Canada (PCC).
“So when you have figures in the campaign like Babe Ruth or Beethoven or Abe Lincoln or Thor or Frankenstein, these are things that men will find humour in,” he mentioned.
“And with all the flutter out there to break through that noise, this is helping guys have some fun conversations online around an important health topic.”
All levity apart, Famous Fingers isn’t a lot about prodding males to get a digital examination, however to debate prostate most cancers with their physician and to have a check that measures the extent of prostate particular antigen, or PSA, of their blood, mentioned Dr. Stuart Edmonds, PCC’s vice-president of analysis, well being promotion and survivorship.
An elevated degree of PSA could be indicative of most cancers within the walnut-sized gland and early detection could make a vital distinction within the odds of survival, mentioned Edmonds, noting that prostate most cancers causes just about no signs in its early phases.
“And oftentimes when men start to exhibit symptoms of prostate cancer, it’s already late-stage and so the options for treatment are reduced, and actually you’re looking at a very aggressive form of treatment that may lead to men passing away,” he mentioned.
“So the idea is to detect prostate cancer early to be able to intervene, if necessary, early with radiation therapy or … surgery. And if you can catch it when it’s still localized, the chances for survival are close to 100 per cent. If you don’t catch it early and its metastasized, (five-year) survival goes down to around 26, 27 per cent.”
In 2017, an estimated 21,300 Canadian males have been identified with prostate most cancers and 4,100 died from the illness, says the Canadian Cancer Society. Prostate most cancers is the third deadliest malignancy amongst males after lung and colorectal most cancers.
Despite controversy over PSA testing – in some circumstances, false positives or misinterpretation of outcomes can result in pointless or extreme therapy – Edmonds mentioned Prostate Cancer Canada helps its use and suggests males ought to begin discussing the problem with their medical doctors once they attain their 40s.
One option to take care of the danger of overtreatment is to place males on “active surveillance,” wherein shut monitoring with common PSA testing and presumably biopsies will decide if their tumour has grown and warrants extra aggressive therapy.
“What we’ve seen over the last 20 years is a 40 per cent reduction in the mortality rate in Canada from prostate cancer,” mentioned Edmonds, who attributes a lot of that decline to PSA testing, which was launched about 25 years in the past.
Yet many males are reluctant to boost the topic of testing for prostate most cancers with their medical doctors, partly as a result of it means speaking about their urinary and sexual anatomy, he mentioned. Treatment for prostate most cancers can result in urinary incontinence and sexual dysfunction.
“There’s a sense of being fallible, showing weakness, and we’re talking about something that can actually be emasculating.”
The Famous Fingers marketing campaign “is a way of catching people’s attention,” Edmonds mentioned.
“We know that there are issues around men going to get tested or ask questions of their physician about prostate cancer and this is a way we can really raise awareness and say it’s not a bad thing to have that discussion and it’s not a bad thing to get tested either.”
However, a professor of promoting at Queen’s University’s School of Business suggests the marketing campaign may fail to have its supposed influence due to its pointed concentrate on rectal exams, though it’s performed in a light-hearted approach.
“It’s humorous, but frankly what the advertisement will say to the average man is: ‘Why don’t you go and get a finger put in your rectum and find out whether or not you have cancer,”‘ Wong mentioned from Kingston, Ont.
“It’s really not a message that endears one to the idea of having an examination.”
“If their strategy was to increase the pool of people who are willing to be checked for prostate cancer, that’s the wrong message to do it with,” he mentioned, including that the usage of humour may obscure extra vital points, such because the potential influence of the illness and therapy on the flexibility to have intercourse.
“Ask yourself which sells best – sex or humour? Most people would say sex.”
Note: « Previously Published on: 2018-09-11 09:47:39, as ‘Can Frankenstein’s finger persuade males to get examined for prostate most cancers? New advert marketing campaign hopes so – National’ on GLOBALNEWS CANADA. Here is a supply hyperlink for the Article’s Image(s) and Content ».