In Canada, you have to put your fingers up into the parking meter to retrieve your ticket. Does that remind you of something?

Yes, it’s rather like a prostate exam.

That’s what FCB Canada’s creative thought too. And it gave them a big idea for their campaign, #TalkProstate, for cancer foundation, Prostate Cancer Canada.

FCB turned 200 Toronto parking meters into prostate check reminders, simply by placing a sticker on each meter that invites people to think, learn and talk about prostate cancer.

The campaign intends to break through the wall of silence men put up around prostate cancer, trigger discussions and 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. When detected early, the survival rate of men’s most common cancer can be more than 90%.

“All the research shows that a significant number of men fear getting their prostate checked,” explained Heather Segal, vice president of strategic planning for FCB.

“We just want to show that it’s actually very easy, doesn’t take a lot of time, and that early detection saves lives. In fact, the survival rate is over 90% when detected early. It’s a really important message to get out there.”

“This new awareness campaign is all about letting men know that early detection of prostate cancer saves lives,” stated Dr Stuart Edmonds, vice president, research, health promotion & survivorship for Prostate Cancer Canada.

“It’s such an important message, especially in light of Prostate Cancer Awareness Month and last week’s widely covered study published in The New England Journal of Medicine.”

The campaign video was hosted by Canadian Football League Hall of Fame Quarterback, Damon Allen, who helped to raise awareness for this initiative by interviewing men getting their parking pass from Green P machines.

Credits:

Agency: FCB Toronto

Chief executive officer: Tyler Turnbull

Co-chief creative officers: Jon Flannery, Jeff Hilts & Nancy Crimi-Lamanna

Art director: Simon Tuplin

Writer: Peter Gardiner

Account director: Lora Landriault

Account executive: Olivia Selbie

Head of broadcast production: Judy Hamilton

Broadcast producer: Rea Kelly

DoP and editor: Jorge Vasconez

Director of print production: Victor Carvalho

Print producer: Bruce Ellis

Vice president director of strategic planning: Heather Segal

Digital strategist: Shelagh Hartford