Prostate cancer is the second most common cancer afflicting men worldwide. In Canada it is so prevalent that 6 in 10 men over 65 will get prostate cancer. The good news: it’s highly treatable. When detected early, 90% of cases are curable. The bad news: not enough men get checked. And so, a system built on check -> detect -> cure is falling at the first hurdle.

Prostate Cancer Canada’s long-term goals are to ensure that by 2029 no man is diagnosed with stage IV prostate cancer, decrease the death rate of prostate cancer by another 50% and to make it easier for all Canadians to talk about prostate cancer.

PCC’s ask was simple: a campaign to encourage more men to have a prostate exam.

How can we get men to consider a life-saving procedure when a prostate exam is the last thing they want to even think about?