To prove that the prostate exam is painless, doesn’t cause great discomfort, and takes just a few seconds, we used a speaker’s voice as proof and as a “no-suffering reference” of the study.

If a listener perceives nothing odd in the speaker’s voice, and then discovers that he was actually undergoing a prostate exam as he was speaking, it means that the exam is less invasive than is mistakenly believed.

We created a radio spot in which a speaker discussed the importance of early detection of prostate cancer. He also mentioned that the prostate examination is the correct path for a good diagnosis, and that contrary to common belief it’s a simple, rapid exam that causes no discomfort. To prove this point, at the end of the spot the speaker revealed that as he was speaking, he was undergoing an exam without anybody noticing any change in his tone of voice. To close, he invited listeners to visit the SAU fanpage and watch a video of the experience.

The video was quickly shared from medical institutions to opinión leaders,

with a reach rate of 10,999,803. Generating 8,3% of engagement in Social media.