Getting men to talk about prostate cancer exams takes a healthy sense of humour. McCann Canada worked with Prostate Cancer Canada to break that ice. In TV and radio spots for Famous Fingers – a line of medical latex gloves resembling the hands of famous leaders – parodies focus group testing with men who review the gloves… by getting rectal exams from Beethoven to Hank Williams and Babe Ruth. Print ads similarly implore men – who loathe the idea of getting their prostates checked by a doc – to get tested by one of the hands modelled after 13 of the world’s Hall of Famers.

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