Many men are reluctant to visit a doctor’s office. This number increases in men over the age of 40—the recommended age to begin annual prostate cancer examinations. To increase patient screening, Get Checked is a campaign aimed at both target males and the individuals who can influence them: loved ones—children, spouses, parents and siblings.
Partial messages are shown in public restrooms (urinals in male restrooms and sinks in female restrooms). Through heat reactive ink, the remainder of the message is revealed. The call to action is to educate Canadians and increase screenings through visiting the Prostate Cancer Canada website.
To extend the campaign, heat reactive shirts were created for participants in the annual Step Up skyscraper staircase challenge.