Parking Lot Prostate Exam Project

//  09.22.16

September is Prostate Cancer Awareness Month and this project aims to get a serious message across through a fun campaign.

The Parking Lot Prostate Exam Project,” #TalkProstate, has turned 200 Toronto parking meters into prostate checks to show men how easy it is to get checked. A little regional insight – the parking passes do not drop out of these machine, you do need to put your fingers in them to get your parking pass.

The campaign is intended to trigger a discussion about prostate cancer, the most common cancer in men, and to encourage men to talk to their doctor about their personal risk and an early detection strategy that’s right for them, including when to get a baseline PSA test. When detected early, the survival rate can be over 90%.

For the campaign, 200 stickers have been placed all around the greater Toronto area, so when people go to pay for their parking and retrieve their parking pass, they are cleverly invited to think, learn, and talk about prostate cancer.

The campaign was created by FCB Canada in partnership with Prostate Cancer Canada, the leading national foundation dedicated to the elimination of the most common cancer in men through research, advocacy, education, support and awareness.

“This new awareness campaign is all about letting men know that early detection of prostate cancer saves lives,” says Dr. Stuart Edmonds, Vice President, Research, Health Promotion & Survivorship for Prostate Cancer Canada. “It’s such an important message, especially in light of Prostate Cancer Awareness Month and last week’s widely covered study published in The New England Journal of Medicine.”

“This is a great way for Prostate Cancer Canada to get people to see how easy it is to get tested,” says Jeff Hilts, Co-Chief Creative Officer at FCB Canada. “Few people realize that prostate cancer is the most common cancer, and this is just a simple way to help get the message out.”

“All the research shows that a significant number of men fear getting their prostate checked,” adds Heather Segal, VP Strategic Planning for FCB. “We just want to show that it’s actually very easy, doesn’t take a lot of time, and that early detection saves lives. In fact, the survival rate is over 90% when detected early. It’s a really important message to get out there.”

There’s also a campaign video (below), hosted by Canadian Football League Hall of Fame Quarterback Damon Allen, who helped to raise awareness for this initiative by interviewing men getting their parking pass from Green P machines.

Project: The Parking Lot Prostate Exam Project
Client: Prostate Cancer Canada
Director, Digital Marketing: Yaz Maziar
Director, Partnerships and Business Development: Falyn Katz

Agency: FCB Toronto
CEO: Tyler Turnbull
Co-Chief Creative Officers: Jon Flannery, Jeff Hilts, Nancy Crimi-Lamanna
Art Director: Simon Tuplin
Writer: Peter Gardiner
Account Director: Lora Landriault
Account Executive: Olivia Selbie
Head, Broadcast Production: Judy Hamilton
Broadcast Producer: Rea Kelly
DOP and Editor: Jorge Vasconez
Director, Print Production: Victor Carvalho
Print Producer: Bruce Ellis
VP Director of Strategic Planning: Heather Segal
Digital Strategist: Shelagh Hartford

About Prostate Cancer Canada

Prostate Cancer Canada is the leading national foundation dedicated to the prevention of the most common cancer in men through research, advocacy, education, support and awareness. As one of the largest investors in prostate cancer research in Canada, Prostate Cancer Canada is committed to continuous discovery in the areas of prevention, diagnosis, treatment, and support. For more information please visit or follow us on Twitter or Facebook.

About FCB Canada:
FCB (Foote, Cone & Belding) Toronto is a part of a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on significantly changing consumer behaviour to the benefit of its clients, its people and society.  The company is part of the Interpublic Group of Companies (NYSE: IPG). Learn more at or, and follow us on Twitter and Instagram.

Health, Social Causes, Stunt