How do you overcome a man’s aversion to prostate exams? Get his pride involved. Rather than trying to overcome fear with facts and figures, the “Be A Man” campaign took a different approach. We challenged them. Challenged their pride. And urged them to challenge their friends.

The social campaign took off, garnering participation from the likes of Tim Allen, Shaquille O’Neal, and Mike Rowe, who went so far as to film himself getting a prostate exam. But the most important result was men everywhere taking a deep breath, and overcoming their fear.