‘Don’t Fear The Finger’ is the Cancer Association of South Africa (CANSA)’s integrated advertising campaign by HelloFCB+ and is inspired by the classic horror movie genre launched during men’s health month in November, with a TVC that removes the fear and encourages men to go for a test.
The spot follows a man tentatively going for his first prostate exam only to find out that his fears are completely unfounded. The campaign is urging South African men to visit CANSA Care Centres for a prostate blood test.
Social videos and online banners also use suspense and fingers to point men to the campaign microsite, where they can book an appointment at their nearest CANSA Care Centre.
Mike Barnwell, CCO of HelloFCB+ said, ’Using the very thing that men fear the most to deliver a positive message felt like the perfect way to dispel some of the myths around what men think a prostate exam is all about.’
Lucy Balona, Head of Marketing and Communication at CANSA, is enthusiastic about the campaign and added, ‘It’s important that men’s cancers are met with the same vigour and commitment that women’s cancer awareness receives. CANSA is proud to be a part of this project, and we hope that we can reach more men than we have before, encouraging them to get screened and get educated as early detection is vital.’
CANSA Care Centres offer reduced cost prostate screenings to encourage men to go and get tested. Go to www.dontfearthefinger.co.za for more info.