The CBS Cares campaign on prostate cancer is based on advice from experts -- that a woman is usually the gate-keeper for her man’s health and that viewers are fatigued with traditional health messages. To further these objectives, we cast women addressing other women on prostate cancer and linked prostate exams to the holiday season in an unexpected way. The campaign was seen by tens of millions of CBS viewers and generated numerous comments on blogs/websites -- including many who would normally ignore health messages. CBS’s commitment included the donation of almost one million dollars worth of potential advertising revenue.