We see men over 40 years running on a beach. We realize that they are running away from something. We reveal they are running from a giant finger. Title says: "If you are over 40, do not run from the prostate exam." Signs Ac Camargo Hospital, Cancer Treatment, Teaching and Research Center.

We turned a Relay Race into a media.

We signed up a Giant Finger in a 150,000 Relay Race and turned a taboo into something much lighter. During the 150,000 of the race, our special runner, our Giant Finger, runned after our target, men, calling their attention to stop running from this sensitive exam. The message was “if you’re over 40, don’t run away from your prostate exam. It can save your life. With early diagnosis, the cure rate is over 90%. AC Camargo Hospital. Cancer Treatment, Education and Research. “ We’ve highlighted this message during the moment when they were taking care of their health: a relay race.

As a result, not only men talked about it, but, also, from now on, they will consider not running away from it. The message was heard and more prostate examinations were scheduled at AC Camargo hospital.