Shave and a Haircut...Prostate Screening

The Word of Mouth Marketing Association highlights tips from the Prostate Net's Virgil Simons on how he used a grassroots-based word of mouth campaign to increase the number of men in underserved communities getting screened for prostate cancer. Working with a volunteer force of over 300 barbers who went through his training, his project has reached over 10,000 of the participating barbers' customers and detected a whopping 452 cases of prostate cancer. This campaign was right on the mark in so many ways:

• It reached men at a place that every man needs to go on a regular basis -- the barbershop.

• It utilized people who were trusted in the community, who already had personal relationships with each customer -- the barbers.

• It worked with local hospitals and other partners to have free screening tests available for the men referred by the barbers.

• It jumped on an incredibly timed opportunity for exposure by tying in the campaign with the movie "Barbershop 2," which was released during that period.

• It provided ongoing incentives and recognition for the barbers who were involved with the effort.

• It was such an unusual type of campaign that it was able to get extensive news coverage, and even a mention on the Jay Leno show.

For more information, you can see Virgil's presentation at the WOMMA conference (pdf).