Meridian Advertising in Troy, Mich., is targeting an unusual audience in a new public service campaign on breast cancer: men.
The print and radio campaign for the American Cancer Society breaks in major markets across Michigan this week. It was done pro bono by Meridian, whose other clients include Kmart Corp.
One of the radio spots, described by Meridian account executive Marty Bernstein as “edgy,” emphasizes to men that breast cancer affects them as well–when someone close to them is diagnosed with it– and is something they need to be concerned and educated about.
Bernstein said American Cancer Society officials believe this is the first time a piece of their advertising specifically speaks to men. The spot has been sent to sports directors at major Michigan radio stations for consideration, Bernstein said.
The campaign is being run in conjunction with “Tell a Friend Tuesday,” a public education program on Oct. 7. It’s intended to encourage women to have mammograms and to help all residents–male and female–to learn about breast cancer.
–Tanya Gazdik