Prostate cancer doesn’t kill Arab men. Shame does. It prevents them from discussing prostate problems. But changing a taboo in Arab society takes time - too much time. To start saving lives now, Shanab (a Friends Of Cancer Patients initiative) had to point out that there’s already one person it’s never embarrassing to talk to. They invited Arab men in for an experiment. These men were shown footage of a rectal prostate examination, and their responses were secretly filmed. They all reacted in the same awkward way apart from one man – a doctor. He’s seen it all. The result was a lighthearted film that made it clear there’s one Arab who knows no taboos and men can always feel comfortable talking to: their doctor. This campaign is still ongoing - final results are not in yet.

The sensitive topic of prostate issues is treated in a lighthearted way through our film. The fact that it's entertaining to watch helps break down the taboo. It also makes the film shareable which helps to create a conversation amongst men. The film lives on Friends of Cancer Patients' YouTube channel. Traffic to the film is generated through web banners on sites that target men, like www.saneoualhadath.me, www.CNN.com and www.Sport360.com. Next to that the film is seeded amongst an extensive group of influencers who share the film on their respective social media pages. Interviews with oncologist Dr. Sawsan on Hayat FM and Ad Classic FM also drive traffic to the online film.