Friday, February 4, 2011

MGH and CBS care

A screenshot of the PSA

Testicular cancer is the most common solid cancer in men between the ages of 15 and 35. To promote awareness about the disease and the importance of self-exams, the MGH and CBS Cares are collaborating on a fun, informative public service announcement (PSA). The MGH has worked with CBS Cares on similar health campaigns since 2005, when Matthew Margo, CBS Cares executive producer, and Isaac Schiff, MD, chief of MGH Vincent Obstetrics and Gynecology, first partnered on a PSA about menopause.

In this latest PSA, Chris Beetem, a former cast member of the soap opera “One Life to Live,” encourages male viewers to show their loved ones they care this Valentine’s Day by performing a testicular self-exam to check for any abnormalities. The announcement prompts the audience to visit the CBS Cares website, which features an essay about testicular cancer and self-examination techniques by Adam S. Feldman, MD, MPH, of the MGH Department of Urology.

The PSA first aired Jan. 16 during “60 Minutes.” Since then, Margo estimates that between 60 and 70 million viewers have seen it. “Credibility is critical to the success of our campaign, and with the MGH’s support, we were able to make sure the PSA is accurate and effective,” says Margo. “All of our efforts are geared toward getting viewers to visit the website and read Dr. Feldman’s essay and the important information it offers.”

“Early diagnosis and prompt treatment remain critical,” advises Feldman in the essay. “For this reason I urge all men to perform regular monthly self-testicular exams and if you feel anything abnormal, see your physician right away. There is no reason to be embarrassed or ashamed about something you feel. Your role in identifying these tumors early is invaluable!”

Feldman also has provided an essay about prostate cancer for CBS Cares’ website. 

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