Prostate Cancer Canada is reminding Toronto men to get their prostates checked out with a campaign that hijacks some of the city's parking meters.
Agency FCB Toronto has placed stickers on meters in the city which require the user to put their fingers inside to retrieve the ticket. They promote the idea that getting your prostate checked is just as quick and easy as getting your parking pass.
The campaign is intended to trigger a discussion about prostate cancer, the most common cancer in men, and to encourage men to talk to their doctor about their personal risk. When detected early, the survival rate can be over 90%.
"All the research shows that a significant number of men fear getting their prostate checked," said Heather Segal, VP strategic planning for FCB, in a statement. "We just want to show that it's actually very easy, doesn't take a lot of time, and that early detection saves lives. "