Men have it much worse than they care to admit. They may be the traditional hunter/gatherers, but all that manliness comes at a price—most prominently in life expectancy, which is ~5 years less than women. Additionally, health problems like prostate cancer, testicular cancer, and mental health are often addressed in a typical manly manner: “I’ll deal with it when I have to.” Looking around the office, we realized that despite working in healthcare advertising, many of our male colleagues embodied this laissez-faire, reactive mentality. We determined that if we were going to make a difference in people’s health, raise awareness, and encourage people to take a preventive approach, our message would have to be refreshing and unique to get noticed.