Detecting prostate cancer in time can save lives. The examination used to detect it suffers from bad press among most of the male population, and is a taboo topic. This project aimed to attack all the barriers and encourage men to undergo the exam.

Prostate cancer is the most common cancer in adult men. Early detection can save many lives, but the examination used to detect it is considered a taboo topic. On top of this, many believe it's an uncomfortable, painful and invasive procedure. To prove that it isn't, and to help shatter that taboo, we created a radio spot in which the test was carried out on the speaker as he recorded himself. At the end of the spot, the speaker invited listeners to discover how inoffensive the test by watching the video of the experience on the social platforms of the Argentine Society of Urology (https://www.facebook.com/SocArgUrologia).

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VO: Prostate cancer is the most common malignant tumour in adult men.

After the age of 50, you should have a yearly check-up, like I do, and ignore the taboo.

The examination is not painful, doesn’t cause any discomfort and takes just a few seconds.

Actually, I was able to make this commercial as they examined me, and nobody even noticed.

Check it out on the Argentine Society of Urology fanpage.

Argentine Society of Urology

A yearly check-up can save your life.