Parking Lot Prostate Exam Project

Prostate Cancer Canada marked Prostate Cancer Awareness Month in September with a fun ambient campaign using pay machines in Toronto parking lots. Stickers were placed over the parking machine slot where drivers insert their fingers to retrieve their parking ticket. Above the slot are the words, “A prostate exam is this easy. Early detection saves lives. Talk to your doctor.” The Parking Lot Prostate Exam Project campaign video features Canadian Football League Hall of Fame Quarterback Damon Allen, interviewing men getting their parking pass from Green P machines. The Parking Lot Prostate Exam Project, online at with the hashtag #TalkProstate, is designed 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%.

Parking Lot Prostate Exam Project

“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.”

Parking Lot Prostate Exam Project Sticker
Parking Lot Prostate Exam Project Damon Allen

The Parking Lot Prostate Exam Project Credits

The Parking Lot Prostate Exam Project campaign was developed at FCB Toronto by CEO Tyler Turnbull, chief creative officers Jon Flannery, Jeff Hilts, Nancy Crimi-Lamanna, art director Simon Tuplin, copywriter Peter Gardiner, account director Lora Landriault, account executive Olivia Selbie, head of broadcast production Judy Hamilton, broadcast producer Rea Kelly, director of print production Victor Carvalho, print producer Bruce Ellis, VP director of strategic planning Heather Segal, digital strategist Sehelagh Hartford.

Filming was produced by director of photography/editor Jorge Vasconez.