Men in the United Arab Emirates feel uncomfortable discussing prostate problems with others. But do prostate issues really embarrass everyone? Friends of Cancer Patients, the leading cancer charity in the UAE, invited Arab men in for an experiment. These men were shown footage of a rectal prostate examination, and their responses were secretly filmed. All men reacted in the same awkward way apart from one man – a doctor. He’s seen it all, making him the one Arab that men can always feel comfortable talking to.

The film lives on Friends of Cancer Patients' YouTube channel. Traffic to the film is generated through web banners on sites that target men, like www.saneoualhadath.me, www.CNN.com and www.Sport360.com. Next to that the film is seeded through an extensive list of influencers. People ranging from .... are sharing the video on their respective social media pages. Interviews with oncologist Dr. Sawsan on Hayat FM and Ad Classic FM also drive traffic to the online film.

No results are in yet as this campaign is still ongoing.