Frequently Asked Questions

Statistics show that the incidence rates of diagnosis and mortality levels of prostate cancer and breast cancer are about the same, yet the overall awareness of prostate cancer and its risks are significantly lower compared to that of breast cancer.
 

Prostate Cancer Awareness Month campaigns did not increase prostate cancer-specific search volume,  whereas Breast Cancer Awareness Month consistently increased ‘breast cancer’ search volume.
 

This trend suggests the need for new approaches to generate public interest in prostate cancer and prostate cancer screening.

Early screening, detection and diagnosis have been proven to significantly improve patient survival rates and quality of life, as well as significantly reduce the cost and complexity of cancer treatment.

Prostate Specific Antigen "PSA" blood test (as well as DRE) and Mammogram have been used by doctors to detect Prostate Cancer and Breast Cancer, respectively.

Unfortunately, even though PSA has been the standard for Prostate Cancer screening for more than 30 years, the interest and patient knowledge continues to be significantly lower than general knowledge of Mammogram.

Veteran men over the age of 35 are the target audience, but all men should know their "Number".

The question “What's Your Number?” creates a gap in someone’s mind
There’s a psychological phenomenon you can use effectively called the curiosity gap, which is the gap between something a person knows and something he or she wants to know. People start to feel a kind of deprivation when they notice a gap in their knowledge.
The question creates interest and curiosity
What ‘number’ is the tagline referring to? It opens up the opportunity to remind men how they already easily remember numbers -- game scores, batting averages, handicap, famous players numbers, addresses, phone numbers; yet don’t know the number that matters most in their health - their PSA number.
And because they may not have their PSA number memorized, the question will be followed up by the explanation of PSA and screening in the body of the copy or by the narrator combined with graphics.  

The campaign is designed to drive men or their wives to ask their doctors for PSA testing and most important be aware of their PSA numbers and what it means. 

The tagline is applicable to different life situations that men can relate to. This makes a great umbrella theme for creative, yet consistent, execution of the message, and will resonate to various lifestyle segments.
 

“What’s Your Number?” is a common question that people ask in social situations. Associating this question to PSA will provide a ‘natural’ and constant reminder to men about the need for prostate cancer screening.
 

Men love sports and men “know the numbers” in:
• Baseball • Bowling • Golf • Basketball
• Ice Hockey • Volleyball • Soccer • Tennis
• Lacrosse • NASCAR/motorsports • Boxing
 …and the list goes on and on