Sports-themed campaign educates public about prostate cancer

March 3, 2011

A new health education campaign is harnessing the power of sports and celebrities to bring prostate cancer to the forefront as a critical men's health issue and to challenge men to take charge of their health.

A new health education campaign is harnessing the power of sports and celebrities to bring prostate cancer to the forefront as a critical men’s health issue and to challenge men to take charge of their health.

Known as "On the Line," the campaign has assembled a collection of organizations, sports legends, commentators, celebrities, and their significant others. Sports network ESPN will play a key role in distributing the message to de-mystify the topic of prostate cancer by presenting information about the disease in the media company’s signature sports vernacular. "On the Line" will reach across several sports to motivate men to manage all aspects of their health, including teaming up with their family and physician to understand prostate cancer risk factors and options.

Through interactive resources that include a comprehensive Web site (www.ontheline.com), educational materials, sport and celebrity spokesperson interviews, televised commercials, and information woven throughout ESPN’s assets, "On the Line" addresses prostate cancer from the perspectives of both men and women.

Leading the launch at the height of college basketball season is a team of legends, including Notre Dame coach, ESPN analyst, and prostate cancer survivor Digger Phelps, fellow coaches Bob Knight and John Thompson, former NBC and CBS college basketball broadcaster Billy Packer, and ESPN sportscaster and former NBA star Len Elmore.

"I know first hand the importance of getting the facts about prostate cancer and being able to weigh your options," said Phelps. "It’s only by taking charge of your health and talking to your doctor and your family that you can come up with the best plan of attack-one that can save your life."

The program draws on the expertise of an independent panel of prostate cancer physicians from the American Society of Clinical Oncology and has also enlisted Zero: The Project to End Prostate Cancer, Us TOO International Prostate Cancer Education & Support Network, Prostate Conditions Education Council, and the Oncology Nursing Society to serve as local and community resources and networks.