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Don't Fear the Finger
From a women’s perspective the finger up your bum rectal exam for prostate cancer is tame compared to the pap smear but men will be men and they fear the finger. Grey Argentina andcancer prevention and detection organisation, LALCEC, are aiming to conquer fear with humour – a witty ditty and a handful of finger puppets making the finger nothing to be fearful about. In Argentina alone, more than 1 case of prostate cancer is diagnosed per hour, and more than 11,600 per year. It is the second leading cancer death cause in men (with an average of 10 deaths per day), considering that 1 in 6 over the age of 50 will develop it during their lifetime. An annual check-up can reduce the likelihood of invasive treatments and increase the survival rate by 95%. 7 out of 10 men don’t have it. Typically, health promotion campaigns are designed to elicit fear, yet the use of fear is often proved ineffective in achieving the desired behaviour change. So, with this campaign, Grey and LALCEC chose a radically different approach, breaking the existing taboo and prejudices over the rectal examination.
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