Why Can’t Men Be More Like Women? Famed sports figures Vida Blue and Rosey Grier promote early detection for prostate cancer in new public service announcement

| July 1, 2010

Sports legends Vida Blue and Rosey Grier have teamed up in a new public service announcement to raise awareness for early detection of prostate cancer in men. Produced to hit the airwaves in time for the Prostate Cancer Foundation’s annual Home Run Chal­lenge with Major League Baseball in June, the spot depicts a group of men sitting around knitting and doing needlepoint while discussing their latest prostate exam results.

“This spot delivers an important message with humor and will capture the attention of both men and their women,” said Dave Perron, vice president of PCF’s baseball and sports enterprises. “We know women are more proactive when it comes to managing their health and talk openly about these issues. Many men avoid these topics. They put off their annual exams and screenings. We hope this spot will spur, perhaps even challenge, many into action.”
Prostate cancer is the most common non-skin cancer in America, affecting 1 in 6 men. In 2009, more than 192,000 men were diagnosed with prostate cancer, and more than 27,000 men died from the disease. One new case occurs every 2.7 minutes and a man dies from prostate cancer every 19 minutes. It is estimated that there are more than 2 million American men currently living with prostate cancer.

“Every man has the right to know if he has cancer,” said Jonathan W. Simons, MD, president and CEO of the Prostate Cancer Foundation. “And right now, the PSA test and an informed discussion with their doctor are the best tools men have for an early diagnosis when available treatments are most effective. We are grateful to Vida Blue and Rosey Grier for supporting this important message.”

Entitled Knitting Circle, the public service announcement may be viewed on PCF’s Web site at www.pcf.org/psa/friends and on YouTube.
The public service announcement was produced with partial pro bono services from Teak Digital, a full service production, post-production, motion graphics and interactive house based in San Francisco. Distribution of the spot is provided as a public service by Horizon Media Inc., FOX Television and FOX Sports, Viacom and NBC Universal.

About the Prostate Cancer Foundation
The Prostate Cancer Foundation is the world’s largest philanthropic source of support for accelerating the world’s most promising research for discovering better treatments and cures for prostate cancer. Founded in 1993, the PCF has raised nearly $400 million and provided funding to more than 1,500 researchers at nearly 200 institutions worldwide. PCF advocates for greater awareness of prostate cancer and more efficient investment of governmental research funds for transformational cancer research. Its efforts have helped produce a 20-fold increase in government funding for prostate cancer. More information about the PCF can be found at www.pcf.org.

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