Zero Cancer is a National NFP organization that promotes prostate health for men. They’ve worked for years to gain awareness of the dangers of prostate cancer and the relatively easy procedure to detect the disease. We worked with them last fall to create something that would dramatically increase awareness and bring Zero Cancer into the cultural conversation. We created a two-minute public service announcement in which TV personality Mike Rowe gets an actual prostate exam from his real doctor on camera—and we’re not talking about a blood test. The spot ran on YouTube, Mike Rowe’s website and several social media sites. In the first few days it received almost 100,000 views, tens of thousands of shares, dozens of news pieces, and even a five-minute segment on TMZ. But most importantly, Zero Cancer reports that more men are talking to their doctors about getting the procedure and that appointments are significantly up.