The grassroots awareness campaign Pints for Prostates, developed by Eric Mower and Associates (EMA) to encourage men to get annual Prostate Specific Antigen (PSA) tests and health checkups, was featured in the Jan. 5 issue of PRWeek.
Rick Lyke, a senior partner at EMA and director of public relations and public affairs for the Southeast offices, was diagnosed with prostate cancer in February 2008. After successful surgery in April, he partnered with Us TOO International Prostate Cancer Education and Support Network and founded Pints for Prostates, a campaign designed to reach men who might be missed through traditional health education programs about the importance of prostate cancer screening.
“We wanted to reach men with an important health message in a friendly and non-threatening way and decided to use the universal language of beer as a tool,” Lyke said.
The campaign was featured in a number of beverage publications, websites and blogs, as well as at a number of beer events, and helped raise more than $10,000 for Us TOO. Creative design for the Pints for Prostates brand identity was donated by EMA. Magazines ranging from Time and Sports Illustrated to All About Beer and Draft donated space to run the ads EMA developed.
Said PRWeek: ” … Lyke’s idea was a smart and great fit with Us TOO. It was wise, generous and commendable of EMA to support this effort. Momentum and an earlier start this year should prove beneficial in expanding outreach.”