The campaign, on TV, radio, posters, transit shelters, billboards and in washrooms, "is aimed at getting southern Alberta men in their 40s to get a benchmark PSA test for prostate cancer,” says Bob Shiell, president of Prostaid Calgary and a prostate cancer survivor. "It is absolutely critical that men get their first prostate test in their 40s and then rechecked regularly so they can fully enjoy life in their 50s, 60s, 70s and 80s.”

Calgary’s Creative Intelligence Agency created the campaign.

Shiell says that prostate cancer is the most frequently diagnosed cancer and third leading cause of death by cancer in Canadian men.

“This year, an estimated 24,700 Canadian men will be diagnosed with prostate cancer and approximately 4,300 will die from this disease," Shiell says. "In Alberta, one in every seven men will be diagnosed with prostate cancer during his lifetime.”

In concert with the southern Alberta media push, Calgary Mayor Dave Bronconnier declared August 3-8, 2008 as Prostate Cancer Awareness Week in Calgary.

Prostaid Calgary is also hosting the 5th Annual Canadian Prostate Cancer Network Conference at the Fairmont Palliser in Calgary August 3-5. Among those addressing the conference is Ron Liepert, Alberta’s Minister of Health. The conference will also hear about the latest advances in the treatment, research and prevention of prostate cancer from North America’s leading medical researchers, surgeons and prostate experts.

Prostaid Calgary is a not-for-profit, registered charity founded in 1995 to achieve three primary objectives:
- Support men and their families on the journey with prostate cancer;
- Increase public awareness about and understanding of prostate cancer;
- Provide a strong provincial (Alberta) voice in matters relating to prostate cancer.

Prostaid Calgary develops and maintains a variety of services for prostate cancer survivors and their families. Some of these include monthly meetings, support groups, presentations from leading medical experts and newsletters. The 850-member organization is funded through private donations and membership fundraising efforts.