Pints for Prostates, an awareness campaign that uses the universal language of beer to reach men with an important health message, is getting a new boost from the creative talents of Eric Mower + Associates. The campaign’s radio public service announcement has been named a finalist in the prestigious 2012 Radio Mercury Awards, which honor the best radio spots in the country.
The new pro-bono print ads show coasters with takeoffs on classic toasts to remind men to get screened for prostate cancer. The coasters look like they’re on top of a bar counter. One of the coasters in the ads reads: “A Toast to Love, A Toast to Laughter, A Toast to Your Prostate Living Happily Ever After.” EMA also created a radio PSA that features a man leaving a late-night phone message saying, “It’s been a while since I’ve seen you,” and admitting that it is his “fault” for not coming around sooner. He goes on to explain he is calling to make an appointment with his doctor to get screened for prostate cancer.
“Our goal is to reach men in a fun and non-threatening manner on a topic most guys just don’t talk about,” said Rick Lyke, senior partner and director of public relations and public affairs for EMA’s Southeast offices. Lyke was successfully treated for prostate cancer in 2008 after a routine blood test detected the disease. “We founded Pints for Prostates because we felt the need to educate men in their late 30s and early 40s when statistics show they often skip regular physicals and avoid doctors’ offices. Men are about 30 years behind women when it comes to taking charge of our own health.”
The new ads will appear in a number of consumer magazines that donate space to help spread the message. The PSA will be provided to a number of national beer podcasters and radio shows.
Pints for Prostates has held events and had booths at beer festivals across the country during the last four years. Funds raised by the group go to support its awareness mission, to fund free screening programs in conjunction with the Prostate Conditions Education Council and back the Us TOO International Prostate Cancer Education and Support Network, which provides informational resources to newly diagnosed men and more than 200 support groups for men and their families battling the disease. EMA created the original Pints for Prostates brand identity and logo design.
“Prostate cancer killed nearly 30,000 men in America last year. It has touched EMA in significant ways beyond just my illness and this is our way of alerting men to the issue,” Lyke said. “Pints for Prostates has a simple message for guys: get tested, live longer and you’ll be around to drink more beer.”
The 2012 Radio Mercury Awards honor outstanding radio created by advertising agencies, production companies, radio stations and students. Entries are judged on creativity, originality, and effective communication of a brand’s message. Other award finalists include Coca-Cola, McDonald’s, Geico, HBO, FedEx, Heineken, Allstate, Fiat, Toyota, Citibank, Campbells Soup, and Old Spice.