To raise awareness about the importance of annual urological check-ups that can detect the disease earlier, reduce the likelihood of invasive treatments and increase the survival rate by 95%, the campaign presents a group of friendly finger puppets performing a musical with the message "Don't Fear the Finger". The action seeks to reaffirm the importance of overcoming the fears and prejudices long associated with urological examinations that result in 7 men out of 10 not having their annual check-ups. Typically, health promotion campaigns are designed to elicit fear, yet the use of fear is often proved ineffective in achieving the desired behavior change. So, with this campaign, LALCEC chooses a radically different approach breaking the existing taboo and prejudices over the rectal examination.