Monday, April 21, 2008

Here in Northwestern Ontario, we already knew that our local champion for prostate health did exceptional work encouraging middle-aged men to “Take it like a man.” Now Prostate Man is nationally recognized.

The “Take it Like a Man…Prostate Man!” prostate cancer awareness campaign of Regional Cancer Care and the former Northern Cancer Research Foundation received second-place standing in the Special Purpose Communication category at the recent Hygeia Awards ceremony. Hygeia Awards are granted by the Health Care Public Relations Association of Canada (HCPRA). The HCPRA Hygeia Awards recognize outstanding communications materials and accomplishments across Canada, encouraging professionals to strive for the highest standards, regardless of size, resources or location of their organizations.

HPCRA judges were impressed with the campaign’s effective use of design to reach the 50+ male audience. Calling the campaign “an amazing concept,” the judges acknowledged the campaign’s high value for dollars spent, creativity and message clarity.

The “Take it Like a Man…Prostate Man!” campaign came to life a year ago. The Northern Cancer Research Foundation and Regional Cancer Care recognized the need to address prostate cancer awareness in our community. In Canada, prostate cancer is the most frequently diagnosed cancer in men. It is also very treatable if detected early.

“The most recent data indicates that prostate cancer counts for 26% of total cases in men in Northwestern Ontario, and that number continues to rise,” says Alison McMullen, Director of Oncology at Thunder Bay Regional Health Sciences Centre’s Regional Cancer Care. “Our goal is to raise awareness and encourage men to talk to their healthcare providers about prostate health.”

That sounded like a job for Prostate Man. The superhero was designed to appeal to baby boomers who grew up reading comics. Through the use of humour, men could laugh along with the superhero as he comes to terms with getting older, and in turn start thinking about their own prostate health.

Glenn Craig, President & CEO of the Thunder Bay Regional Health Sciences Foundation (formerly President & CEO of Northern Cancer Research Foundation), is thrilled with Prostate Man’s silver medal. “Prostate Man made prostate health a regular topic of discussion and deserves this recognition,” he says. “The real thanks go to donors of the former Northern Cancer Research Foundation and the new Northern Cancer Fund of the Health Sciences Foundation. The Hygeia Award demonstrates that donor contributions produce exceptional results in the fight against cancer.”

Kudos is also extended to Mr. Ron Hell, who is the man behind the hero. The role of Prostate Man demanded many hours of Mr. Hell’s time, which he gave of most generously.

What’s new with Prostate Man? Watch for exciting developments coming soon!

:: back to Media Releases ::