Men are not proactive when it comes their own health care, making them vulnerable to serious health situations that could have been prevented by regular screenings. Men are twice as likely to have gone more than two years since their last contact with a physician and see doctors 28% less often than women. They only visit the doctor when they can no longer ignore the problem and they are not getting routine screenings. What could have been detected and prevented by a simple test becomes a serious issue. Help men help themselves. Through the Ad Council, the Men’s Health Campaign was developed to motivate men to be proactive about their health by taking regular tests. Through this campaign, men are urged to talk with their doctor about the tests they should have.The Men's Health campaign uses styling and production quality typically associated with local, low-budget small business TV. This is used to pull the viewer in and then pull the rug out, by suddenly and energetically announcing Stan is "dead" - what? Charles is "dead" - what? And, it could have been prevented by a simple test.