If you are male and do not have health plans, have health plans but it is a high deductible health plan or think you can’t afford the health insurance premiums, I strongly urge you to read this blog and check out the web site.  According to AHRQ.gov thousands of men in their forties will die this year from stubbornness.  That’s right stubbornness.  They do not mean you will die because you were too stubborn to ask for directions and drove off the mountain in the middle of the night.  Even if your wives may agree that there is no mule anywhere in the world as stubborn as her husband. No, the stubbornness they are referring to is the lack of self care men give themselves when it comes to preventive medical tests.

The site features some very clever videos.  One has a family moving into a new home.  As the realtor hands over the keys she wishes them lots of happy years in the home, except for the husband.  He won’t be around more than a few years because he failed to get the testing needed for the same disease his father died of.

The next video shows a man and his son buying electronic equipment.  The clerk is explaining the warranty but informs the father he won’t need the warranty.  He will be dead in 2 years and if he is not alive the warranty is void.  He didn’t get tested you see.  My personal favorite is “real men wear gowns.”  Check it out.

The ads may seem a little harsh.  But straight to the point advertising has been very effective in smoking, reducing smokers by 50% in the United States.  Other high risk lifestyle choices have also been exposed by gutsy ads.  The reason men are being encouraged to get screening tests, especially men in their forties, is because early detection saves lives. From AHRQ, middle-aged men, according to research are 24 percent less likely than women to have visited the doctor within the past year and 30 percent more likely than women to be hospitalized for preventable conditions such as congestive heart failure and complications from diabetes.  The tests being recommended are as follows:

  • Body Mass Index or BMI
  • Cholesterol
  • Blood Pressure
  • Cardiovascular Disease
  • Colorectal Cancer
  • Other Cancers
  • Sexually Transmitted Diseases
  • HIV
  • Depression
  • Abdominal Aortic Aneurysm
  • Diabetes

The ad campaign consists of billboards and public service announcements that will air through Men’s Health Week (June 13-19) and Father’s Day (June 20).