Prostaid (kind of) leverages Travolta

With a cheeky allusion to Staying Alive, the org's ads tell men over 40: Get your prostates checked.

Calgary-based Creative Intelligence Agency (CIA) is launching a multimedia campaign for Prostaid Calgary, an 850-member Calgary organization dedicated to supporting men with prostate cancer – and it borrows a bit of finger from John Travolta.

The summer media effort, dubbed ‘Staying Alive,’ will roll out across TV, radio, billboards, bus shelters and mens’ washrooms to encourage men 40+ to get their prostates checked, tapping creative that’s evocative of the eponymous Travolta classic.

In concert with the southern Alberta media push, Calgary Mayor Dave Bronconnier declared August 3-8, 2008 as Prostate Cancer Awareness Week in Calgary. Prostaid Calgary is also hosting the 5th Annual Canadian Prostate Cancer Network Conference in Calgary (August 3-5).

Bob Shiell, president of Prostaid Calgary and a prostate cancer survivor, says it’s ‘absolutely critical that men get their first prostate test in their 40s and then rechecked regularly so they can fully enjoy life in their 50s, 60s, 70s and 80s. In Alberta, one in every seven men will be diagnosed with prostate cancer during their lifetime.’