Transcript: Healthy Men: Creating Health Equity | Nov 06, 2017

Steve sits in the studio. He's slim, clean-shaven, in his fifties, with short curly brown hair. He's wearing a gray suit, blue shirt, striped red and pink tie, and a red poppy pin.

A caption on screen reads "Healthy men: creating health equality. @spaikin, @theagenda."

Steve says INFORMATION IS POWER.
BUT ONLY IF YOU USE IT.
THAT'S WHAT CAMPAIGNS SUCH AS
WEAR PLAID FOR DAD AND MOVEMBER
ARE ALL ABOUT: EMPOWERING MEN TO
BE PROACTIVE ABOUT THEIR HEALTH
BY RAISING AWARENESS ABOUT WHAT
MIGHT AIL THEM.
ARE SUCH CAMPAIGNS WORKING?
AND IS THERE MORE TO BE DONE TO
GET FELLAS TAKING BETTER CARE OF
THEMSELVES? LET'S FIND OUT FROM:
DR. DEAN ELTERMAN, STAFF
UROLOGIST AT THE TORONTO WESTERN
HOSPITAL AND UNIVERSITY HEALTH NETWORK...

Dean is in his late thirties, with wavy brown hair and a shadow of a mustache. He's wearing a gray suit, pale pink shirt, blue tie, and a red poppy pin.

Steve continues DIONNE DUNCAN, VICE PRESIDENT OF
DEVELOPMENT FOR ROSA'S CENTRE, A
NON-PROFIT CARE FACILITY IN HALTON REGION...

Dionne is in her thirties, with big brown hair. She's wearing a gray blouse, a pearl necklace and a red poppy pin.

Steve continues AND ANDREW SIMON, CHIEF CREATIVE
OFFICER, EDELMAN CANADA, THE
NATIONAL PUBLIC RELATIONS AGENCY.

Andrew is in his early forties, balding, with a stubble. He's wearing glasses, a gray suit, blue shirt, and red poppy pin.

Steve continues IT'S GOOD TO HAVE YOU THREE
AROUND OUR TABLE TONIGHT TO TALK
ABOUT A VERY TIMELY SUBJECT, AND
AS ODD AS THIS MAY BE, TO TALK
ABOUT MEN'S HEALTH, I'M GOING TO
START WITH THE WOMAN AMONGST US.
HERE WE GO.
LET'S LAY THE GROUNDWORK FOR
UNDERSTANDING MEN'S HEALTH.
AS A GENERAL STATEMENT, WHOSE
HEALTH IS WORSE: MEN'S OR WOMEN'S?

The caption changes to "Dionne Duncan. Rosa's Centre."
Then, it changes again to "The gender gap."

Dionne says AN INTERESTING QUESTION AND I'M
GOING TO ANSWER IT DIRECTLY.
IN FACT, BOTH OF THEM ARE ALMOST
EQUAL.
WE'RE SEEING AN INCREASE IN THE
RISE FOR PROSTATE DIAGNOSIS AS
WELL AS BREAST CANCER, BUT WHAT
WE'RE ALSO SEEING IS AN INCREASE
IN THE AGE DEMOGRAPHIC.
SO BOTH MEN AND WOMEN ARE FACING
THE SAME, EITHER (a) MORTALITY
RATES OR (b) FACING THE SAME DIAGNOSIS.

Steve says THAT GOES AGAINST THE
CONVENTIONAL WISDOM THAT MEN'S
HEALTH IS WAY WORSE THAN
WOMEN'S. NOT THE CASE ANYMORE?

The caption changes to "Dean Elterman. Toronto Western Hospital."

Dean says I THINK WE'VE MADE STRIDES IN
BRINGING THE FOCUS ONTO MEN'S
HEALTH.
GENERALLY SPEAKING MEN ARE GOING
TO DIE EARLIER, THEY'RE GOING TO
LIVE MORE YEARS IN POORER
HEALTH, AND THEY'RE MORE LIKELY
TO HAVE ADVANCED DIAGNOSES OF
SUCH DISEASES AS HEART DISEASE,
HAVING A HEART ATTACK, STROKES,
ETC.
AGAIN, I DO THINK IT SPEAKS TO
THE FACT THAT PERHAPS MEN AREN'T
NECESSARILY ADDRESSING THEIR
HEALTH CONCERNS AT A PROACTIVE
EARLY STAGE.

Steve says WOULD YOU GRANT THAT?

Dionne says I ABSOLUTELY
WOULD AGREE WITH THAT.
IN FACT, WE'RE SEEING LESS OF A
FOCUS ON YOUTH, ON ADOLESCENTS,
AND ON MEN BETWEEN THE AGES OF
21 AND 51.
THEY'RE NOT GOING TO THE DOCTOR
UNLESS SOMETHING REALLY HURTS OR
UNLESS THERE'S A REALLY BIG
RASH.
WHEN WOMEN ARE ACTUALLY DRIVEN
TO THE DOCTOR FOR DIFFERENT
REASONS, SUCH AS THEY'RE IN THE
BIRTHING YEARS OR THEY'RE
PREMENSTRUAL.
MEN ARE WAITING.
AND THE LATE DIAGNOSIS IS WHAT
WE'RE REALLY SEEING AN INCREASE
IN OUR PARTICULAR INDUSTRIES.

Steve says MEN ARE NOT
PROACTIVE, THAT'S PART OF IT.

Dionne says NOT
PROACTIVE.

Steve says LET'S GET OVER TO
ANDREW SIMON.
THERE ARE, WE SEE THEM ALL THE
TIME, WELLNESS CAMPAIGNS
DIRECTED AT MEN AND AT WOMEN.
MORE AT WHO?

The caption changes to "Andrew Simon. Edelman Canada."

Andrew says I MEAN, THE
REALITY IS WE SEE MORE FEMALE,
MORE WOMEN, BUT THERE ARE BOTH.
THE QUESTION IS, WHAT IS MOST
VISIBLE AND WHAT IS... WE JUST
CAME OFF OF BREAST CANCER
AWARENESS MONTH.
OBVIOUSLY A VERY BIG TO-DO.
IT'S CHANGED DRAMATICALLY OVER
10 YEARS.
I WORKED IN THE STATES AND I
ALWAYS LOOK AT IT AND SAY, FIVE
YEARS AGO, WE WOULDN'T HAVE PINK
EVERYTHING.
NOW YOU CAN'T TURN AND IT'S THE
NFL, MAJOR LEAGUE BASEBALL,
EVERYWHERE.
SOME PEOPLE SAY NOW THERE'S A
PINK BACKLASH, IF YOU WILL, AND
THAT'S ALWAYS GOING TO HAPPEN.
SOMETHING RAISES... WHAT'S BEING
IGNORED?
FOR INSTANCE, THERE'S
COMMUNITIES SUCH AS METASTATIC
CANCER, WHICH IS STAGE IV,
DIFFERENT CANCER, AND THAT
COMMUNITY IS UNDERSERVED.
NOW ONE COMMUNITY FEELS VERY
SERVED, ANOTHER UNDERSERVED IN
RELATION.
IT'S QUITE INTERESTING.

Steve says DEAN, LET'S GO BACK
TO THIS NOTION OF WHO SEEKS CARE
AND UNDER WHAT CIRCUMSTANCES.
YOU'RE A UROLOGIST.
SO WHEN DO MEN COME TO SEE YOU?

Dean says GENERALLY SPEAKING WE HAVE A
BIMODAL DISTRIBUTION.
WE'RE GOING TO SEE YOUNG MEN
COMING IN JUST AT THE END OF
ADOLESCENCE, MAYBE WITH SOME
THINGS THAT HAVE CARRIED OVER
FROM WHEN THEY'RE IN THEIR
TEENS, TESTICULAR CANCER, IT'S
PREDOMINANTLY BETWEEN 18 TO 35.
BUT GENERALLY SPEAKING WE SEE
MEN COMING INTO THE OFFICE AS
THEY GET TO ABOUT 50 AND PLUS,
AND OFTEN IT'S BECAUSE THEY
START TO HAVE URINARY SYMPTOMS,
THE PROSTATE BECOMES ENLARGED
AND THIS MAY BE THEIR FIRST
POINT OF CONTACT WITH THE HEALTH
CARE SYSTEM FOR MANY YEARS.
WHEN THEY'RE IN THEIR 30s AND
40s, THEY'RE BUSY, THEY'RE
WORKING.
THEY MAY GO TO THE DOCTOR EVERY
NOW AND THEN.
THEY'RE WAITING FOR SOMETHING
THAT PUSHES THEM, FORCES THEM
INTO THE DOCTOR'S OFFICE, AND
IT'S OFTEN THE UROLOGIST THEY
SEE.

Steve says THAT'S WHAT I WAS
GOING TO ASK.
BY THE TIME THEY SEE YOU, WHAT
PERCENTAGE OF PATIENTS SEE YOU
WHEN IT'S, QUOTE, UNQUOTE, TOO
LATE?

Dean says HOPEFULLY NOT AS MANY AS WE
USED TO SEE.
WE'RE BETTER AT DIAGNOSING
PROSTATE CANCER EARLIER WITH PSA
BLOOD TESTING AND THE AWARENESS
HAS INCREASED.
BUT A LOT OF MEN DO COME IN WITH
FAIRLY SEVERE SYMPTOMS AND
THEY'VE IGNORED IT AND THEY'VE
PUT IT OFF AND IT'S REALLY THAT
FINAL STRAW THAT'S BROUGHT THEM
IN OR THEIR WIVES HAVE FINALLY
SAID, C'MON, I'M TAKING YOU TO
THE DOCTOR'S OFFICE.

Steve says YOU'VE GOT A BIT OF
UPPER LIP STUFF HAPPENING.
IS THAT A MOVEMBER THING?

Dean says THIS IS DAY THREE OF
MOVEMBER.
THANK YOU FOR NOTICING.
THANK YOU, YES.

Steve says YOU LOOK LIKE YOU'RE
DOING THE MOVEMBER THING ALL OVER?

Andrew says WHAT'S
LACKING UP HERE I PUT OVER HERE.

Steve says VERY GOOD.
DO CAMPAIGNS SUCH AS MOVEMBER,
IN YOUR JUDGMENT, WORK?

Andrew says 100 percent THEY WORK.

Steve says THEY WORK TO DO WHAT?

Andrew says WELL, THIS IS THE QUESTION.
IT'S ALWAYS THE QUESTION OF ANY
CAMPAIGN IN MARKETING.
WHAT ARE WE TRYING TO DO?
WHAT ARE WE TRYING TO GET TO?
MANY CAMPAIGNS DO AWARENESS.
AWARENESS IS WONDERFUL BUT
AWARENESS IS NOT ACTION.
THE QUESTION IS... ACTION
DOESN'T JUST MEAN I'M GROWING A
WONDERFUL MOUSTACHE.
ACTION MEANS AM I DONATING
MONEY, AM I GOING TO THE DOCTOR,
AM I CHECKING AN ONLINE TOOL TO
FIND OUT IF I MIGHT BE MORE
SUSCEPTIBLE TO A PARTICULAR
DISEASE, ETC.
CERTAINLY IN MARKETING,
ADVERTISING, COMMUNICATIONS
WE'RE ALWAYS LOOKING AT WHAT DO
WE ACTUALLY WANT PEOPLE TO DO TO
CHANGE THEIR LIFE, CHANGE THEIR
BEHAVIOUR?
IT'S GREAT TO KNOW SOMETHING BUT
IT'S LIKE KNOCKING ON THE DOOR
VERSUS GOING INTO THE DOOR.

Steve says MOVEMBER CLEARLY
RAISES AWARENESS.
WE HAVE PEOPLE GOING FOR THE
MOUSTACHE THING DURING THAT MONTH.
IS IT SUPPOSED TO DO MORE THAN THAT?

Andrew says IT IS AND IT DOES.
IT RAISES A LOT OF MONEY BEYOND
AWARENESS.
THE WEBSITE FOR MOVEMBER IS
WONDERFUL.
THEY'VE LEARNED OVER TIME AND
THINGS PROGRESS.
PEOPLE ALWAYS POINT TO THE ICE
BUCKET CHALLENGE AND SAY, WOW,
THAT WAS FANTASTIC.
SOME PEOPLE DON'T KNOW IT'S FOR
ALS.
IT GOT PEOPLE TO TAKE ACTION.
THAT'S ALWAYS THE CASE.
THE QUESTION IS, WHAT ARE WE
DOING TO WHETHER IT'S RAISING
MONEY OR MAKING PEOPLE AWARE OF
THINGS.
WE DO AT EDELMAN WE DO A TRUST
BAROMETER, WE'VE DONE IT FOR 17
YEARS INTERNATIONALLY.
IT'S BEEN FASCINATING TO SEE
THAT TRUST HAS DROPPED AMONG
GOVERNMENTS, MEDIA,
INSTITUTIONS.
IT'S INCREASED AMONG PEOPLE THAT
WE KNOW.
PEOPLE LIKE US.
AND SO THAT'S WHERE WE LOOK TO
OUR SOCIAL MEDIA PEOPLE AND SAY
WHAT ARE THEY DOING AND WHY
SHOULD I CARE?

Steve says YOU SAY THESE
CAMPAIGNS ARE WORKING.
MY FOLLOW-UP FOR YOU IS, ARE MEN
THEREFORE HEALTHIER AS A RESULT
OF THESE CAMPAIGNS?

Dionne says ABSOLUTELY.
I'M GOING TO AGREE WITH YOU AND
SAY THE CAMPAIGNS ARE WORKING
AND MEN ARE BECOMING MORE
HEALTHY.
WHAT THEY'RE DOING IS THEY'RE
SEEKING ADVICE.
THEY'RE SEEKING CARE FROM THEIR
PHYSICIANS.
BUT WHAT WE'RE ALSO SEEING IS,
THERE'S STILL THAT BRAVADO OUT
THERE, THERE ARE STILL THOSE MEN
THAT DON'T TAKE ADVANTAGE.
OCTOBER, BREAST CANCER MONTH.
THERE IS A SIGNIFICANT AMOUNT OF
MEN FROM A PERCENTAGE
PERSPECTIVE THAT HAVE BREAST
CANCER.
AND THESE PARTICULAR
OCTOBER-BASED MARKETING
CAMPAIGNS, SOMETIMES, ARE
FOCUSED TOWARDS WOMEN, AND THEY
FORGET ABOUT THE MALE
DEMOGRAPHIC.
SO MY HOPE GOING FORWARD AND IN
THE FUTURE AT THE LEGISLATIVE
LEVEL AND AT THE POLITICAL LEVEL
IS THAT THE MARKETING BE MORE
BROAD AND REACH THOSE PARTICULAR
INDIVIDUALS IN THE MALE SECTOR
THAT AREN'T NECESSARILY WAITING
FOR THAT PROSTHETIC PAIN OR
WAITING FOR THAT ISSUE WHEN IT
COMES TO UROLOGY BUT INSTEAD
SEEK AWARENESS BEFORE THERE'S A
PROBLEM.
THEY GO TO THE DOCTOR.
THEY GET A NORMAL CHECKUP.
AND THAT'S WHEN YOU KNOW THAT
THE MARKETING IS WORKING, IT'S
EFFECTIVE, AND IT'S MAKING CHANGE.

Steve says LET'S DO A CAMPAIGN
HERE AND YOU GUYS TELL ME
WHETHER YOU THINK THIS WORKS.
WE'RE GOING TO SHOW THESE TWO
PHOTOS BACK TO BACK, SHELDON.
LET'S BRING THESE UP, SHALL WE?
IS THIS IS MEANT TO SHOW HOW
EASY IT IS TO GET A PROSTATE EXAM.

A picture shows a sticker around the coin return slot of a parking meter, with the title "A prostate exam is this easy."

Steve says AND THIS IS A PARKING METER.
YOU KNOW, WE ALL KNOW HOW THIS
WORKS.
YOU PUT YOUR MONEY OR CREDIT
CARD IN AND YOU'VE SORT OF GOT
TO PUT YOUR FINGERS UP THROUGH
THE SLOT.
GO AHEAD, SHOW THE NEXT PICTURE.

In a second picture, a man sticks his fingers in the slot.

Steve says YOU PUT YOUR FINGERS TO THE SLOT
TO TAKE THE PARKING TICKET OUT.
THAT'S IN ESSENCE WHAT YOU DO TO
GET YOUR PROSTATE CHECKED.
DEAN, YOU LIKE IT OR DON'T LIKE
IT OR WHAT?

The caption changes to "Dean Elterman, @DrDeanElterman."

Dean says I LOVE IT.
WHEN I SAW IT THE FIRST TIME I
WAS ON QUEEN STREET AND I
THOUGHT THIS IS FANTASTIC.
THIS IS EVERYDAY PEOPLE MAKING
IT NOT A BIG DEAL, SORT OF
DEMYSTIFYING THE WHOLE CONCEPT
OF COMING IN TO GET A PROSTATE
EXAM.
I THINK A LOT OF OLDER GUYS HAVE
THIS SORT OF FEAR OF WHAT'S
GOING TO HAPPEN WHEN THEY GO
INTO THE DOCTOR'S OFFICE BECAUSE
OF THE PROSTATE EXAM, AND I
THINK THIS SORT OF DISPELS THAT.
I THINK THE OTHER SUCCESS OF A
CAMPAIGN LIKE MOVEMBER HAS
REALLY BEEN TO ADDRESS THE
GENERATIONAL CHANGE.
SO A LOT OF MOVEMBER IS BEING
TARGETED TO GUYS WHO ARE IN
THEIR SORT OF 20s, 30s, 40s.
IT HAS A BIT OF A YOUNGER FEEL.
I THINK THERE'S GOING TO BE A
GENERATIONAL SHIFT.
IT'S COOL TO BE A YOUNG MAN TO
TAKE CARE OF YOUR HEALTH.
IT IS IMPORTANT AS A YOUNG MAN
TO GO TO SEE YOUR DOCTOR.
AND SO I THINK, YOU KNOW, YOU
LOOK AT HIPSTERS, PEOPLE IN
THEIR 20s, 30s, 40s WHO
ARE WORKING, YOU WANT THEM TO
GET THAT MESSAGE THAT THEY
SHOULD GO TO THE DOCTOR.
I THINK MOVEMBER HAS BEEN REALLY
SUCCESSFUL WHEN IT COMES TO
THAT.

The caption changes to "Connect with us: @theagenda, TVO.org, Facebook, YouTube, Periscope, Instagram."

Steve says ANDREW, THIS PARKING
METER ONE?

The caption changes to "Andrew Simon, @andrewlsimon."

Andrew says I LOVE THAT
BUT... THERE'S ALWAYS A BUT.
WHEN I LOOK AT THIS AND SAY IT'S
SURPRISING, WHICH IS WHAT WE
WANT TO DO.
YOU DON'T HAVE TO BE IN A
DOCTOR'S OFFICE TO SEE A REALLY
IMPORTANT MESSAGE AND TO
UNDERSTAND WHAT THAT IS.
IT'S WONDERFUL.
CONTEXT IS EVERYTHING.
ONE THING I WOULD TAKE ISSUE
WITH, THOUGH, OKAY, YOU
UNDERSTAND WHAT'S GOING TO
HAPPEN.
IT'S STILL HAPPENING TO YOU.
I'M NOT THE ONE PUTTING MY
FINGERS SOMEWHERE.
SO I WOULD LOOK AT THAT AND SAY
FROM A BEHAVIOUR STANDPOINT, IT
DOESN'T MAKE ME FEEL ANY MORE
COMFORTABLE WITH WHAT'S GOING TO
HAPPEN AND WE KNOW HOW SENSITIVE
MEN ARE.
YOU KNOW, THE MAN COLD IS
DEVASTATING.
I MEAN YOU'RE OUT FOR WEEKS,
MONTHS, YOU KNOW, YEARS.
SO WE HAVE TO UNDERSTAND THE WAY
MEN'S MINDS WORK AND WE MIGHT BE
SURPRISED AND INTERESTED BY
THIS.
THE QUESTION IS: ARE WE GOING TO
DO ANYTHING ABOUT IT?

Steve says THE FACT THAT YOU
COULD NOT JUST NOW SAY
SPECIFICALLY WHAT YOU ACTUALLY
WANTED TO SAY BUT YOU HAD TO
COUCH IT IN ALTERNATIVE LANGUAGE
SPEAKS TO THE FACT THAT MEN ARE
STILL UNCOMFORTABLE ABOUT
TALKING ABOUT THEIR PLUMBING AND
ALL OF THIS KIND OF STUFF.

The caption changes to "The masculine mystique."

Andrew says 100 PERCENT.
MEN ARE VERY COMFORTABLE ABOUT A
LOT OF THINGS.
PSYCHOLOGICALLY, WE'RE THE
STRONG ONES.
SO WE WANT TO, YOU KNOW, NOTHING
CAN HURT US.
YOU KNOW, WE'RE TOUGHER THAN
EVERYONE ELSE.
THAT'S WHY WE DON'T OFTEN GO TO
SEE A VERY IMPORTANT PHYSICIAN.
YES.

Steve says I WANT DIONNE TO
FOLLOW UP ON THAT.
IS THERE SOMETHING ABOUT
MASCULINITY THAT SIMPLY DOES NOT
ALLOW MEN TO EITHER SEEK CARE OR
EVEN COMFORTABLY DISCUSS THINGS
THAT NEED TO BE DISCUSSED IF
THEY'RE TO STAY HEALTHY?

Dionne says ABSOLUTELY.
AND I THINK IT HAS TO DO WITH
HOW MEN ARE REARED AND HOW
THEY'RE RAISED.
I THINK IT'S THAT MACHISMO.
I FEEL PAIN, I WANT TO CRY, I
NEED HELP.
IN REFERENCE TO THAT PICTURE, I
THOUGHT MANY DIFFERENT WAYS, AND
I AGREE WITH BOTH OF MY
COLLEAGUES.
BUT THE ONE THING THAT STOOD OUT
FOR ME WAS, IT WASN'T OVERTLY
OFFENSIVE.
WHEN WE LOOK AT MARKETING, WE
HAVE TO EXAM RELIGION, CULTURAL
BACKGROUND, AWARENESS, AND HOW
PEOPLE ARE REARED IN A SOCIETY.
THAT PARTICULAR ADVERTISEMENT...
I'M AGREEING WITH YOU AS WELL,
DEAN... WAS PERFECTLY DONE.
THERE WAS NOTHING OVERLY OPEN,
THERE WAS NOTHING THAT WAS TOO
NUDE, IT WAS OPEN TO
INTERPRETATION.

Steve says IT WAS CLEVER.

Dionne says IT WAS CLEVER.

Steve says BUT TO YOUR POINT IT
DOESN'T EXACTLY REFLECT WHAT
ACTUALLY GOES ON.

Dionne says NO.

Andrew says I TOTALLY
AGREE WITH YOU, DIONNE, BUT
HERE'S AN ISSUE.
WE HAVE THESE ORGANIZATIONS
WHICH HAVE MANY STAKEHOLDERS.
EVERYONE HAS A VOICE.
AND SOMEBODY MIGHT SAY, YOU KNOW
WHAT?
I SEE WHY THAT'S AN EFFECTIVE
CAMPAIGN, BUT IT'S A LITTLE
OFFENSIVE TO ME AND I'M WORRIED
IT'S GOING TO OFFEND CERTAIN
PEOPLE.
THEN IT GETS PUT ASIDE.
WHAT WE END UP WITH, WE END UP
WITH THINGS THAT ARE NOT AS
EFFECTIVE AS THEY COULD BE...

Steve says PABULUM.

Andrew says YES.
THE EDGES HAVE BEEN SAWED OFF
AND NOW EVERYBODY IS HAPPY BUT
IT'S NOT GETTING ANYONE TO DO
ANYTHING.

Steve says IN TERMS OF THAT AD,
THAT IS NOT OFFENSIVE.

Andrew says THAT IS WHAT I'LL POINT TO.
THAT IS A SINGLE PLACEMENT
SOMEWHERE.
THAT'S NOT A GIANT CAMPAIGN.
THAT'S NOT A SICK KIDS CAMPAIGN
THAT WE SEE EVERYWHERE.
THOSE ARE THE CAMPAIGNS WHEN I
LOOK AT I TIP MY HAT EVERY TIME,
I CAN ONLY IMAGINE WHAT YOU HAD
TO GO THROUGH TO GET SOMETHING
LIKE THAT SOLD.

Dionne says EXACTLY.

Steve says DO YOU EVER HAVE
PATIENTS THAT SIMPLY DROP OUT OF
THE HEALTH CARE SYSTEM BECAUSE
THEY CANNOT ABIDE THE IDEA OF
HAVING A PROSTATE TEST OR SOME
OTHER INVASIVE KIND OF THING?

Dean says WELL, I
THINK THAT THOSE ARE THE TYPE OF
PEOPLE WHO AREN'T EVEN GOING TO
ENGAGE IN THE FIRST PLACE.
IT'S UNFORTUNATELY THOSE MEN IN
THIS SITUATION WHO ARE GOING TO
PRESENT TO AN EMERGENCY
DEPARTMENT LATER ON WHEN THEIR
DISEASE HAS REALLY ADVANCED.
SO WE'RE NOT ABLE TO ENGAGE
THEM, TO GET THEM IN THE OFFICE,
TO DO THE PROSTATE EXAM.
BUT I THINK THE MESSAGING IS,
GUYS, GO AHEAD, GET CHECKED,
IT'S NOT GOING TO BE TERRIBLE.
NO MATTER WHAT AGE YOU ARE, YOU
HAVE TO REMAIN ENGAGED IN YOUR
HEALTH BECAUSE IT'S IMPORTANT TO
YOU, YOUR FAMILY, THE COMMUNITY,
THE ECONOMY.
THERE'S MANY REASONS WHY MEN'S
HEALTH IS IMPORTANT BEYOND JUST
THE INDIVIDUAL.

Steve says DO YOU HAVE
PATIENTS, DEAN, WHO ACTUALLY
SHOW UP AND WHEN YOU INDICATE TO
THEM THAT YOU NEED TO TEST THEIR
PROSTATE BY, IN FACTS, INSERTING
A FINGER INTO THEIR RECTUM TO
CHECK THE SIZE OF THE PROSTATE,
THEY THEN SAY, "THE HELL YOU
ARE. I'M OUTTA HERE."

Dean says IT RARELY HAPPENS NOW.
I THINK THAT MOST GUYS
UNDERSTAND THAT WHEN THEY COME
INTO THE UROLOGIST'S OFFICE,
THEY'RE GOING TO GET A DIGITAL
RECTAL EXAMINATION, A FINGER TO
EXAMINE THE PROSTATE THROUGH THE
RECTUM.
BUT THERE'S OCCASIONALLY SOME
GUYS WHO WILL OFFER A JOKE, YOU
KNOW, BUY ME DINNER FIRST,
SOMETHING TO KIND OF CUT THE EDGE.

Steve says BECAUSE THEY'RE
FEELING AWKWARD.

Dean says THEY'RE FEELING AWKWARD AND
IT QUESTIONS THEIR MASCULINITY
PERHAPS OR SOME OTHER NOTION.

Steve says YOU'RE A SPECIALIST.
BY THE TIME THEY'RE COMING TO
YOU THEY'RE HIP TO WHAT'S UP.
IF YOU GO TO THE GP FOR AN
ANNUAL CHECKUP AND SUDDENLY THE
GP WANTS TO DO THIS FOR THE
FIRST TIME AND YOU HAVEN'T HAD
IT DONE BEFORE, HAVE YOU EVER
HAD STORIES ABOUT THAT?

Dean says THERE MIGHT BE RESISTANCE.
THE GP HAS TO DEAL WITH SO MANY
ISSUES.
THEY'RE WORRIED ABOUT THEIR
BLOOD PRESSURE AND WEIGHT,
DIABETES.
SO LOWER DOWN ON THE LIST IS
THAT PROSTATE EXAM.
BUT GPs ARE CLUED IN.
I THINK GUYS ARE WILLING TO HAVE
THE TEST DONE.

Steve says ANDREW, LET'S BRING
ANOTHER ONE UP HERE.
THIS IS THE SO CALLED URINAL PUCK.

A picture shows a urinal puck with a small sign that reads "Plus fifty, checkmark, prostate."

Steve says WE'RE GOING TO SHOW EVERYBODY
WHAT THIS LOOKS LIKE.
THERE'S A LITTLE NOTATION ON
THIS... DIONNE, YOU MAY NOT HAVE
SEEN THIS BEFORE.
IT'S IN A MEN'S URINAL.

Dionne says I'VE SEEN THEM.

Steve says YOU HAVE?
THEY PUT THESE FRESHENERS IN
THERE AND THERE'S A LITTLE THING
ON THERE, IT SAYS +50 WITH A
CHECK MARK, PROSTATE.
IN OTHER WORDS, IF YOU'RE OVER
50 YEARS OLD, GET YOUR PROSTATE
CHECKED.
WHAT DO YOU THINK OF THAT AD?

Andrew says I LOVE THE
PLACEMENT.
BECAUSE IT IS A PLACE MEN ARE
AND MEN ARE LOOKING AT THINGS.
I WOULD PERSONALLY QUESTION THE
MESSAGE, IN A WAY.
WHY IS THAT MESSAGE RIGHT THERE?
I WISH IT TOOK...

Steve says A LITTLE BIT FURTHER?
Andrew
says NOT FROM A SHOCK VALUE BUT
WHY AM I LOOKING AT THIS THING
VERSUS... AND LET'S BE HONEST.
I'M URINATING ON THE MESSAGE.
SO YOU HAVE TO THINK ABOUT ALSO
WHAT IMPACT IS IT GOING TO HAVE?
THERE COULD BE AN AD IN FRONT OF
YOU AT THE URINAL THAT WOULD
HAVE THE SAME EFFECT.
WHY IS IT ACTUALLY IN THE URINAL
OTHER THAN I'M VERY SURPRISED TO
SEE WORDS WHERE I'M PEEING.

Steve says WAS THE MESSAGE
COMPLETELY CLEAR TO YOU.

Andrew says NO.

Steve says BY SEEING THE 50
PLUS AND THE CHECK MARK... NOT
CLEAR ENOUGH.

Andrew says NOT CLEAR ENOUGH FOR ME.

Steve says HOW ABOUT YOU?

Dionne says ABSOLUTELY.
I AGREE WITH YOU COMPLETELY,
ANDREW.
A FAMOUS PERSON SAID THE MESSAGE
IS THE MEDIUM AND IT NEEDS TO BE
EFFECTIVE.
YOU ARE IN FACT URINATING ON THE
MESSAGE.
BUT WHERE IS THE MESSAGING THAT
I TAKE AWAY?
WHERE IS THE EFFECT OF IT?
HOW DO YOU KNOW THAT I'M EVEN
PAYING ATTENTION TO IT?
I DON'T THINK THE PLACEMENT IS
GOOD.
I DON'T THINK THAT THERE IS ANY
EDUCATED MESSAGE THAT FOLLOWS ON
WITH IT.
AND I DON'T THINK MANY PEOPLE
ARE PAYING ATTENTION TO IT.

Steve says WHAT DID YOU THINK OF IT?

Dean says IT WAS OKAY.
I THINK IT'S HARD TO GET THE
MESSAGE PIECED TOGETHER.
50, PROSTATE CHECK.
I THINK IF IT WAS EVEN MORE
OBVIOUS.
ARE YOU 50?
GET YOUR PROSTATE CHECKED.
THAT WOULD HAVE BEEN MORE OF A
DIRECT MESSAGE.

Steve says LEAVE LESS OF IT TO
CHANCE.

Dean says YEAH.

Steve says GOT IT.
DIONNE, LET'S TALK ABOUT...
THERE ARE OTHER CAMPAIGNS OUT
THERE.
PROSTATE CANCER TENDS TO BE ONE
OF THE BIGGER ONES RIGHT NOW,
WEAR PLAID FOR DAD.
THAT KIND OF THING.
ARE THERE OTHER CANCERS RELATED
MORE PARTICULARLY TO MEN THAT WE
SHOULD BE FOCUSING ON AS WELL.

The caption changes to "Closing the divide."

Dionne says ABSOLUTELY.
SO WHEN WE'RE LOOKING AT A
SERIES OF SARCOMA, CANCER THAT
STARTS IN THE MUSCLE AND TISSUE,
HUGE WITH MEN.
WHEN IT COMES TO PROSTATE
CANCER.
BREAST CANCER IS ON THE RISE.
AND MORE MEN NEED TO FOCUS ON
IDENTIFYING WHERE THOSE LUMPS
ARE.
WE ALSO NEED TO FOCUS ON THE
LYMPHATIC CANCERS, ON HODGKIN'S
LYMPHOMA, NON-HODGKIN'S
LYMPHOMA, CHECKING UNDER THE
GLANDS AS MEN, CHECKING UNDER
THE ARMPITS, MAKING SURE YOU'RE
ALSO CHECKING YOUR GROIN AREA.

Steve says MEN DON'T DO THIS.

Dionne says THEY DON'T BUT THEY SHOULD.
THIS IS WHAT THE EDUCATION IS
ABOUT.
AND THIS IS WHY I'M LOVING THAT
YOU'VE SELECTED US HERE FROM A
PANEL PERSPECTIVE BECAUSE YOU'VE
GOT THE DOCTOR AND THE CHIEF
MARKETING OFFICER WHO CAN TELL
YOU THAT RESPONSIBILITY CANNOT
ONLY BE IN THE HANDS OF THE GP.
YOU HAVE TO TAKE A CERTAIN LEVEL
OF RESPONSIBILITY FOR YOUR OWN
HEALTH.
AND WITH THAT, YOU HAVE TO
EITHER (a) RECEIVE THE
MESSAGING, GET A LEVEL OF
EDUCATION, OR TAKE OWNERSHIP.
SO WE HAVE TO EDUCATE FROM A
YOUNG AGE ON WHAT WE NEED TO DO.

Steve says HOW TOUGH A SELL IS THAT?
WITH MEN?

Dean says IT CAN
BE A TOUGH SELL BUT I THINK
GETTING THAT MESSAGE ACROSS
EARLY IS REALLY IMPORTANT.
SO THIS WHOLE IDEA OF SCREENING
FOR SAY TESTICULAR CANCER
AFFECTS YOUNG TEENAGED BOYS
PREDOMINANTLY, RIGHT?
IF YOU CAN GET THAT MESSAGE
ACROSS THAT THEY SHOULD ACTUALLY
CHECK THEMSELVES WHEN THEY'RE
16, 17, 18, IT ASTONISHES ME
THAT YOUNG GUYS WILL COME INTO
THE OFFICE WITH, LIKE, A BIG
TUMOUR ON THEIR TESTICLE AND I
THINK IT WAS JUST EMBARRASSMENT.

Steve says SHOULD WE TAKE A
LOOK AT ONE OF THE ADS THAT
TRIES TO ENCOURAGE ALL OF THIS?
HERE WE GO.
THIS ONE IS CALLED DEADPOOL.
SHELDON, DO YOU WANT TO ROLL THIS?
IF YOU WOULD, PLEASE.

A clip plays on screen in which Deadpool, the comic book antihero, sits on a pool table in a lounge with a lit fireplace in the background.

As he twirls two pool balls in his hand, he says GENTLEMEN, HOW WELL DO YOU
KNOW YOUR HAPPY SAC?
IT'S TIME YOU STARTED PAYING
ATTENTION TO YOUR FAVOURITE
PASTIME?
THAT BAG OF BEANS COULD BE
TRYING TO KILL YOU.
TESTICULAR CANCER IS THE MOST
COMMON FORM OF CANCER IN MEN
AGED BETWEEN 15 AND 35.
IT'S TIME TO FIGHT BACK.

A drawing pops up showing two hands feeling a testicle. It changes to show a diagram of the inner conducts of the testicles.

Deadpool continues HOLD EACH OF YOUR MAN BERRIES,
OR AS I LIKE TO CALL THEM SMOOTH
CRIMINALS, BETWEEN YOUR THUMB
AND FINGERS.
GIVE THEM A GENTLE ROLL AROUND.
DON'T GET TOO EXCITED.
YOU'RE ON A MISSION.
ALSO THE TUBES AROUND THE BACK.
IF AT ANY POINT YOU FEEL AN
UNUSUAL LUMP, SIZE SHIFT, OR
IRREGULARITY, MAN UP AND TALK TO
YOUR DOCTOR.
THE ALTERNATIVE IS NOT AN OPTION.

The clip ends.

Steve says OKAY, THE USE OF
HUMOUR TO DEAL WITH AWKWARD
ISSUES.
YOU LIKE?
YOU DON'T LIKE?
WHAT?

Andrew says I LIKE.
I LOVE.
I LOVE.
SOMETIMES WE FORGET IN
MARKETING, COMMUNICATIONS.
IT DOESN'T MATTER WHETHER I'M
SELLING TOOTHPASTE, WHATEVER.
THE DEADPOOL PIECE IS
REVOLUTIONARY.
IT'S PART OF A MOVIE PROMOTION.
IT IS A WIN-WIN FOR EVERYBODY.
THE FACT IS HERE IT IS AND
HERE'S RYAN REYNOLDS IN
CHARACTER SPEAKING TO YOU
EXPRESSING AS HE WOULD TALK IN
CHARACTER AND TEACHING YOU
SOMETHING, AND GUESS WHO THAT
TARGETS?
WHO IS GOING TO SEE DEADPOOL, 15
TO 30 YOUNG MEN?
IT'S PERFECT.
ABSOLUTELY AMAZING.

Steve says DO YOU ACTUALLY AS A
YOUNG PERSON WATCH THIS AD AND
COME AWAY THINKING, CHECKING OUT
MY TESTICLES IS COOL?

Andrew says I THINK SO.
INTERESTINGLY, EVEN THOUGH WE
FOCUS ON THE MALE AND OF COURSE
WE KNOW A LOT OF YOUNG MEN WOULD
BE GOING TO SEE THE MOVIE, HE
ALSO DID A PIECE FOR BREAST
CANCER AND BREAST CANCER
AWARENESS.
RYAN REYNOLDS IS A GOOD
CANADIAN.

Steve says GOOD FOR HIM.

Andrew says BUT IT WAS ALSO VERY EASY,
HE'S IN CHARACTER.
HE DOESN'T HAVE TO BE ON CAMERA.
IT'S JUST HIS VOICE AND WHOEVER
IS PLAYING HIM BEHIND THE MASK
AND A REALLY EFFECTIVE MEANS OF
GETTING THE MESSAGE ACROSS.

Steve says DOES IT HAVE TO BE,
IN ORDER TO GET TO THIS YOUNGER
GENERATION, DOES IT HAVE TO BE
COOL TO RESONATE?

Andrew says NOT ALWAYS.
IT CERTAINLY IS EFFECTIVE.
I ALWAYS SAY HOW DO YOU TALK TO
SOMEONE IN THEIR LANGUAGE?
IF YOU'RE INSIDE THEIR HEAD, YOU
KNOW WHAT'S MOTIVATING THEM.
WE DID A CAMPAIGN, A FELLOW WHO
GOES THE NAME OF... OR HE'S BEEN
COINED DART GUY.
A FELLOW WHO WAS WATCHING... IT
WAS AT A MAPLE LEAFS GAME.
THEY SHOWED HIM ON CAMERA FOR
6 SECONDS.
AND HE BLEW UP ON SOCIAL MEDIA
BECAUSE HE HAD A CIGARETTE
HANGING FROM HIS MOUTH.

Steve says HE ALSO HAD HIS FACE
PAINTED WITH A MAPLE LEAF.
HE WAS A BIG GUY.

Andrew says A BIG GUY.
HE WAS ON FOR 6 SECONDS.
AND SO IT BLEW UP.
EVERYBODY CALLED HIM DART GUY
BECAUSE DART EQUALED CIGARETTES.
WE CONTACTED JASON.
HE HAS A REAL NAME.
HE DOESN'T GO BY DART GUY.
OUT OF CURIOSITY, ARE YOU A
SMOKER?
HE SAID, YES, I SMOKE A PACK A
DAY.
I SAID WOULD YOU BE INTERESTED
IN QUITTING SMOKING BECAUSE WE
REPRESENT NICORETTE?
HE SAID I WOULD.
WE TOOK ADVANTAGE OF IT FOR A
CLIENT AND IT WAS AGAIN A
WIN-WIN.
SO HE WENT ON AIR.
WE POSTED.
WE SENT HIM ALL THE MATERIALS,
ETC.
HE TALKED ABOUT HIS JOURNEY.
AND EVERYBODY PICKED IT UP FROM
ALL THOSE WHO WERE TALKING TO
HIM FROM TSN, ETC., ALL THE
DIFFERENT RADIO STATIONS, THEY
SAID THIS IS GREAT.
COME ALONG WITH HIS JOURNEY.
HERE IS SOMEBODY DOING SOMETHING
VERY GOOD AND IT'S VERY
DIFFICULT TO REACH THAT AUDIENCE
OTHERWISE.
IT WASN'T LIKE WE WERE PLANNING
THIS FOR A YEAR.
IT POPPED UP AND WE TOOK
ADVANTAGE OF IT.

Steve says IT HAD TO BE CLEVER AND COOL.

Andrew says IT DID.
AND PEOPLE HAD TO SAY THIS GUY
IS LIKE ME, FACE PAINT, ETC.
HE IS A CELEBRITY.
YOU GO TO A GAME AND PEOPLE ARE
SURROUNDING HIM, TAKING PICS,
AND IT'S GREAT.

Steve says DID HE ACTUALLY QUIT
SMOKING?

Andrew says HE IS ON A JOURNEY.

Steve says HE'S ON THE WAY.

Andrew says YES.
HE WAS MUCH LIKE OTHER PEOPLE
WHEN THEY ANNOUNCE THAT THEY'RE
QUITTING AND THEN THEY FALL
BACK.
THEY HAVE A LITTLE HICCUP.
SO HE IS COMMITTED TO DOING IT,
BUT IT'S ALSO... IT WAS
WONDERFUL AND WE KNEW THAT GOING
IN, THAT HE MIGHT NOT FOLLOW
THROUGH.
WE SAID THERE'S NO QUESTION, THE
JOURNEY IS TOUGH.
SO THIS IS ACTUALLY VERY
REPRESENTATIVE OF REAL LIFE.
WE'RE GOING TO CONTINUE TO HELP
HIM.

Steve says GOTCHA.
LET'S DO ANOTHER ONE.
THIS IS CALLED FATHER AND SON.
THE BRITS ARE PRETTY GOOD AT
HUMOUR, I'M TOLD.
LET'S SEE ONE OF THEIR ADS FOR
GETTING YOUR PROSTATE CHECKED.
SHELDON, FATHER AND SON, IF YOU PLEASE?

In a clip, a man in his twenties and a man in his fifties sit on a couch and look at each other.

The son touches his father's leg and says
says IT'S BEEN A WHILE SINCE WE
HAD A FATHER-SON CHAT.
YOU'RE GETTING OLDER.
AND YOUR BODY'S GOING THROUGH A
LOT OF CHANGES.

The father looks uncomfortable and says YEAH.

The son says DO YOU KNOW WHERE YOUR
PROSTATE IS?
YOUR PROSTATE IS THE THING THAT
PRODUCES YOUR STUFF.
IF YOUR PROSTATE GETS CANCER, IT
MIGHT NEED TO COME OUT, WHICH
COULD MAKE ADULT NAP TIME A
LITTLE TRICKY.
THAT'S NOT EVEN THE WORST PART.
YOU COULD DIE.
SO THERE'S THIS WEBSITE...

The bell rings.

The father grimaces and gestures, and says ALL RIGHT, FINE.
I'VE GOT IT.
CAN I GO NOW?

The son says NO, YOU CAN'T!
YOU AND ALL YOUR LITTLE FRIENDS
NEED TO DO SOMETHING ABOUT THIS.
NOW!

The father says THIS IS RIDICULOUS.

He storms out.

A caption reads "It's time to grow up. Ignoring prostate cancer won't beat it."

The father reluctantly says ALL RIGHT.

The clip ends.

Steve says OKAY.
WHY DOES THIS ONE WORK?

Andrew says IT'S TURNING THE TABLES.
IT'S A RECOGNIZABLE SITUATION.
EVERYBODY HAS HAD THE TALK, OR
WE HOPE THEY'VE HAD THE TALK.
FLIP IT ON HIS HEAD.
THIS A SON TALKING TO HIS DAD
ABOUT SOMETHING THAT'S
IMPORTANT.
EVEN THIS GUY GETS IT.
HUMOUR AGAIN IS A WONDERFUL
THING.
IT WORKS FOR OLD SPICE, BEER,
WHATEVER YOU MIGHT... DEODORANT, ETC.
IT GETS PEOPLE ON YOUR SIDE.

The caption changes to "Connect with us: @theagenda, TVO.org, Facebook, YouTube, Periscope, Instagram."

Steve says CAN YOU USE THE SAME
APPROACH IN TRYING TO DO
AWARENESS CAMPAIGNS FOR MEN AS
YOU WOULD WITH WOMEN?

Andrew says I THINK YOU ALWAYS HAVE TO
THINK ABOUT YOUR TARGET.
THE ANSWER IS YES AND NO.
BECAUSE FOR MEN... I MEAN, WE
KNOW THE EFFECT OF HUMOUR.
HUMOUR WORKS FOR WOMEN AS WELL.
HUMOUR WORKS FOR CHILDREN.
HOW DO YOU SURPRISE CHILDREN TO,
AGAIN, THINK ABOUT THE ISSUE
DIFFERENTLY.
WE'LL MAKE THE POINT ABOUT
AWARENESS AGAIN.
IT'S GREAT THAT YOU KNOW.
HOW DO YOU DO SOMETHING ABOUT
IT?
THE BEST COMMUNICATIONS ARE THE
ONES... BACK TO THE DEADPOOL
THING.
THERE WAS INSTRUCTIONS ON SCREEN
ABOUT EXACTLY HOW TO EXAM
YOURSELF.
THAT IS SUPER EFFECTIVE.
IT'S NOT JUST SAYING YOU SHOULD
KNOW ABOUT THIS AND BY THE WAY
TESTICULAR CANCER IS UP.
THAT WOULD BE, IN MY MIND,
INEFFECTIVE.
THIS IS EXACTLY HOW YOU CAN EXAM
YOURSELF AND GO TO A DOCTOR.

Steve says DIONNE, LET ME
FOLLOW UP WITH YOU ON THAT.
BECAUSE OF THE AWKWARDNESS MEN
HAVE, THERE IS A CERTAIN KIND OF
CLEVERNESS OR HUMOUR THAT YOU
CAN BRING TO BEAR TO GET MEN TO
PAY ATTENTION TO SOMETHING THEY
MIGHT NOT OTHERWISE DO.

Dionne says ABSOLUTELY.

Steve says I WONDER IF THAT
WOULD WORK, TAKING THAT
APPROACH, GOING FOR CLEVER AND
FUNNY, IN A BREAST CANCER
CAMPAIGN.
I DON'T KNOW IF THAT WOULD WORK.
WHAT DO YOU THINK?

Dionne says SPEAKING FROM A FEMALE POINT
OF VIEW, NO.
RECEIVING A BREAST EXAMINATION
IS A DIFFICULT PROCESS,
PARTICULARLY IF YOU'VE GOT A
HISTORY OF BREAST CANCER, AS IT
WOULD BE FOR MEN IF THERE WAS A
HISTORY OF TESTICULAR CANCER.
HUMOUR DOES SUPERSEDE MANY
THINGS, CULTURE, RELIGION, BIAS,
ETC.
BUT WHEN IT COMES TO INFORMATION
AND HOW IT'S BEING RECEIVED, YOU
HAVE TO BE VERY CAREFUL OF WHO
YOUR AUDIENCE IS.
THERE ARE VERY INTELLIGENT
PEOPLE WHO WORK ON MARKETING
CAMPAIGNS, AND THEY ANALYSE
ALGORITHMS AND ANALYSE COMMUNITY
AFFAIRS, ISSUES, DEMOGRAPHICS.
AND IN DOING SO, WOMEN HAVE A
SENSITIVITY GENE FAR DIFFERENT
FROM A MAN'S.
WOMEN HAVE AN EMOTIONAL GENE FAR
DIFFERENT FROM A MAN.
BUT WHEN IT COMES TO THE
SENSITIVITY OF ISSUES SPECIFIC
TO CANCERS AND-OR DISEASES, WE
HAVE TO APPROACH THEM SOMETIMES
WITH KID GLOVES, WHEREAS WHEN IT
COMES TO CAMPAIGNING DEVELOPMENT
AS WELL AS ASCENSION, IT'S
REALLY ABOUT ANALYSING THE
AUDIENCE.
I AGREE WITH YOU COMPLETELY WHEN
YOU SAY YOU HAVE TO LOOK AT WHO
IS DEVELOPING, WHO IS THE
AUDIENCE IS AND THE WHY, BUT I
ABSOLUTELY WILL STAND STRONG IN
MY STATEMENT AND STATE THAT
WOMEN WILL NOT RESPOND TO
HUMOROUS CAMPAIGNS ABOUT BREAST
CANCER THE SAME WAY.

Steve says ANDREW, I WONDER
ABOUT THAT TOO.
MAMMOGRAMS ARE NOT PLEASANT.
THEY'RE JUST NOT...

Dionne says THEY'RE PAINFUL.

Steve says PAINFUL IN A WAY THE
FIVE-SECOND-LONG PROSTATE EXAM
JUST CAN'T COMPARE.
SO HUMOUR AND CLEVER MAY NOT
WORK FOR A BREAST CANCER...

Andrew says I THINK BACK
TO THE AUDIENCE.
THE BREAST CANCER COMMUNITY
WOULDN'T STAND FOR THAT,
TRUTHFULLY.
NO MATTER WHAT THE DISEASE IS,
PEOPLE HAVE DIED.
SO THAT'S SERIOUS BUSINESS.
BUT TESTICULAR CANCER, YOU SAY,
WHY DOES HUMOUR WORK OVER THERE
BECAUSE PEOPLE HAVE DIED FROM
TESTICULAR CANCER AS WELL?
IT'S UNDERSTANDING... BACK TO
WHO YOU'RE TALKING TO AND WHY
YOU'RE TALKING TO THEM.
I WOULD SAY I'VE DONE A LOT OF
BREAST CANCER CAMPAIGNS THAT ARE
VERY SERIOUS AND VERY DRAMATIC
AND PEOPLE HAVE THANKED ME AND
SENT ME NOTES, WHETHER IT'S IN
SOCIAL MEDIA, ETC., AND SAID
THANK YOU FOR UNDERSTANDING.
AND THAT'S WHAT IT'S ALL ABOUT.
IT'S REALLY UNDERSTANDING THE
PSYCHE AND HOW SERIOUS SOME
DISEASES CAN BE.

Dean says IT'S
ABOUT BARRIERS.
ONE OF THE BARRIERS TO GETTING
MEN IN THE OFFICE IS THE SENSE
OF MASCULINITY.
THAT'S WHAT WE'RE TRYING TO
OVERCOME OR BREAK DOWN.
THAT'S WHERE HUMOUR PLAYS A VERY
IMPORTANT ROLE.
YOU HAVE TO LOOK AT WHAT IS
GOING TO ACTUALLY TARGET WHAT IS
PREVENTING YOU FROM GETTING THEM
IN THE OFFICE IN THE FIRST
PLACE.
I THINK HUMOUR IS A GREAT OPTION
FOR MEN.

Andrew says I WAS
THINKING ABOUT BREAST CANCER.
THERE WAS AN AD A FEW YEARS AGO
WHERE IT WAS ACTUALLY A VERY
GOOD-LOOKING PERSON WHO WAS
BASICALLY TAKING YOU THROUGH A
BREAST EXAM BECAUSE WOMEN
COULDN'T SHOW YOU THAT.
THAT WAS A VERY CLEVER USE AND
IT WAS VERY EFFECTIVE AT THE
TIME AND VERY DISARMING.
PEOPLE DIDN'T EXPECT TO SEE IT.
A LOT OF WOMEN WATCHED IT
BECAUSE THEY SAID HERE IS THIS
GOOD-LOOKING GUY AND I WANT TO
SEE WHAT HE HAS TO SAY TO ME.
IT WAS INTERESTING AND IT
DEFINITELY TOWED THE LINE.
IS THAT REALLY ACTUALLY
OFFENSIVE?
THIS IS VERY SERIOUS...

Dionne says YOU'VE
TOUCHED ON SOMETHING.
IT'S THE AESTHETIC ELEMENT TO IT
AS WELL.
WHEN WE THINK OF CANCERS AND THE
OUTCOME, THE OUTCOME SOMETIMES
FOR WOMEN CAN BE AESTHETICALLY
CHANGING.
YOU'RE APPROACHED BY PEOPLE AND
SAY WHY HAVE YOU LOST YOUR HAIR?
AND YOU HAVE TO EXPLAIN THE
DISEASE.
SOMETIMES WITH MEN, LOSING THEIR
HAIR COULD BE WHAT'S IN THAT
SEASON, RIGHT?
OR WHEN IT COMES TO HAVING A
REBUILD, IT COULD BE SOMETHING
THAT'S OBVIOUSLY SEEN, WHEREAS
IF WE'RE LOOKING AT A TESTICULAR
IMPLANT, THAT'S SOMETHING THAT'S
HIDDEN AND ONLY SHARED WITH
PERHAPS SOMEBODY YOU'RE EITHER
HAVING AN INTIMATE RELATIONSHIP
WITH.
SO IT REALLY IS ABOUT THE
PRIVATE AND THE PUBLIC ELEMENT
OF THE CAMPAIGNING AS WELL AND
HOW THE MESSAGE IS RECEIVED.

Steve says THAT'S INTERESTING.
DEAN, I SHOULD FOLLOW UP WITH
YOU ON THAT.
OBVIOUSLY MANY WOMEN CHOOSE TO
HAVE RECONSTRUCTIVE SURGERY IF
THEY LOSE A BREAST TO BREAST
CANCER.
DO MEN HAVE RECONSTRUCTIVE
SURGERY AFTER THEY LOSE A
TESTICLE TO TESTICULAR CANCER?

Dean says THERE IS.
I WOULD TAKE IT A STEP FURTHER
WITH RECONSTRUCTION IN CANCER.
BREAST CANCER, YOU HAVE BREAST
RECONSTRUCTION AND IT'S A
VISIBLE MANIFESTATION OF THE
DISEASE.
WHEREAS MEN WHO HAVE PROSTATE
CANCER TREATMENT, THE SIDE
EFFECTS ARE OFTEN THE LOSS OF
THE ABILITY TO HAVE AN ERECTION.
THEY LOSE THEIR POTENCY, WHICH
IS REALLY THEIR SENSE OF MANHOOD
IN MANY SITUATIONS AND IT'S NOT
VISIBLE TO THE OUTSIDE WORLD.
A LOT OF THESE MEN ARE SUFFERING
WITH BOTH URINARY INCONTINENCE,
LEAKAGE, AND THE LOSS OF SEXUAL
FUNCTION.
WE DO HAVE RECONSTRUCTIVE
SURGERIES THAT ARE NOT ACTUALLY
AESTHETIC BUT FUNCTIONAL.
WE CAN ACTUALLY PUT IMPLANTS IN
TO HAVE MEN FUNCTIONAL AGAIN.
UNTIL THAT HAPPENS, THEY'RE
REALLY SUFFERING IN SILENCE.

Dionne says PRIVATE.
THAT PRIVATE FUNCTION OR THAT
PRIVATE SUFFERING THAT TAKES
PLACE.
AGREED.

Steve says IT'S A GUY THING.

Dionne says MM-HMM,
ABSOLUTELY IT IS.

The caption changes to "Producer: Liane Kotler, @LianeKotler."

Steve says FRIENDS, THANKS A
LOT FOR COMING IN AND HELPING US
OUT WITH THIS TONIGHT. MUCH
APPRECIATE YOUR CONTRIBUTIONS TO
THIS SUBJECT. ON THE LEFT SIDE
OF THE TABLE, DEAN ELTERMAN,
UROLOGIST, TORONTO WESTERN
HOSPITAL. DIONNE DUNCAN, HALTON
REGION CARE SERVICES NETWORK.
SHE WORKS IN HEALTH, POLICY, AND
INFORMATICS. AND THERE'S ANDREW
SIMON, CHIEF CREATIVE OFFICER AT
EDELMAN, THE PUBLIC RELATIONS
FIRM. GOOD OF ALL OF YOU TO COME
INTO TVO TONIGHT AND GOOD LUCK
WITH THIS.

All the guests say THANK YOU.

Watch: Healthy Men: Creating Health Equity