New National Ad Campaign Features the Theme "Real Men Wear Gowns"; Encouraging Men To Take Preventive Steps in Their Health Care

[22 April 2008 - U.S. Administration On Aging eNews Letter] AHRQ and Ad Council Encourage Men To Take Preventive Steps in Their Health Care ... The U.S. Department of Health and Human Services' Agency for Healthcare Research and Quality (AHRQ) joined with The Advertising Council today to launch a national public service campaign designed to raise awareness among middle-aged men about the importance of preventive medical testing. Men are 25 percent less likely than women to have visited the doctor within the past year and are 38 percent more likely than women to have neglected their cholesterol tests (Source: AHRQ Medical Expenditure Panel Survey, 2005). Furthermore, men are 1.5 times more likely than women to die from heart disease, cancer and chronic lower respiratory diseases (Source: Centers for Disease Control and Prevention, 2005). The campaign highlights the work of the AHRQ-sponsored U.S. Preventive Services Task Force, which is an independent panel of experts in primary care and prevention that systematically reviews the evidence of effectiveness and develops recommendations for clinical preventive services. Created pro bono for the Ad Council by McCann Erickson Detroit, the public service advertising campaign includes new television, radio, print and Web advertising featuring the theme "Real Men Wear Gowns." The lighthearted ads incorporate family as a key motivating factor for men to take a more active role in preventive health. They show the target audience that being a real man means taking care of themselves (and their health) in order to be there for their families and in the future. Ad Council research showed this was a strong motivating factor for men. The campaign encourages men to visit a comprehensive Web site, http://www.ahrq.gov/realmen. The site provides the recommended ages for preventive testing (as well as a list of tests), a quiz designed to test your knowledge of preventive health care, tips for talking with your doctor, a glossary of consumer health terms, and links to online resources where you can find more medical information.