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  Pints for Prostates July 24th, 2008 Posted by Hunter Wilson

  Article provided by: Rick Lyke

  www.Lyke2Drink.blogspot.com

  Do You Lyke2Drink" That’s why veteran drinks journalist Rick Lyke created Lyke2Drink. Read about beer, wine and spirits; travels to breweries, distilleries and wineries; festivals and events; alcohol issues; beverage marketing; and have fun along the way. Cheers!

  Pints for Prostates is a new program aimed at reaching men 35+ years old with a critical message: A PSA test can save your life. Prostate cancer is the most commonly diagnosed cancer in American males today. If detected early enough, prostate cancer can be successfully treated. The PSA test is the most effective method of detection, since most often the symptoms of prostate cancer do not appear until the disease has progressed.

  Every year more than 230,000 males are diagnosed with prostate cancer, which is on par with the number of newly diagnosed breast cancer cases in women. However, prostate cancer does not receive the same degree of media attention or public discussion. The relative silence about prostate cancer is potentially costing men their lives. Pints for Prostates hopes to raise the level of conversation about prostate cancer and encourage men to insist on a PSA test when they visit their doctor.

  Pints for Prostates is designed to be a cooperative campaign among those who make, sell and promote beer as a healthy beverage that fits perfectly into a variety of social settings. The program was conceived by Rick Lyke, 47, who has been a drinks journalist for more than 25 years. During a routine physical in late 2007 he discovered he had an elevated PSA. Rick was diagnosed with prostate cancer after a biopsy in late February 2008 and had prostate surgery on April 7, 2008, oddly enough the 75th anniversary of the return of beer after Prohibition. The only reason Rick requested a PSA test instead of waiting until he reached 50 years old, as is often the common practice, is because a good friend had recently been diagnosed with prostate cancer. Rick"s goal in developing this program is to reach as many men as possible to give them the same gift he received of early detection by encouraging then to get a PSA test.

  Prostate Cancer Statistics

  ß Every year over 232,090 men are diagnosed with prostate cancer, and about 30,350 die. If detected early, prostate cancer is often treatable.

  ß 1 in 6 men is at a lifetime risk of prostate cancer

  ß A man with one close relative with the disease has double the risk. With two close relatives, his risk is five-fold. With three, the chance is 97%.

  ß Two men every five minutes are diagnosed with prostate cancer.

  ß African American males have a prostate cancer incidence rate up to 60% higher than while males and double the mortality (death) rate of white males. Every 100 minutes an African American male dies from prostate cancer.

  ß Men with a body mass index over 32.5 have about a one-third greater risk of dying from prostate cancer than men who are not obese.

  ß Prostate cancer is the most commonly diagnosed cancer in American males today

  ß Prostate cancer is the second leading cause of cancer death in the United States

  ß Prostate cancer is mainly found in men age 55 or over with an average age of 70 at the time of diagnosis

  ß Majority of deaths from prostate cancer are related to advanced disease with metastases

  Program Goal

  Pints for Prostates is aimed at saving men"s lives.

  Pints for Prostates will reach men using the universal language of beer with a simple message: Take charge of your health by getting a PSA test. Prostate cancer can be treated successfully if caught early, and the PSA test is the most reliable method of early detection.

  Why Beer"

  There are a variety of traditional communications efforts designed to reach men about a laundry list of health issues, from high blood pressure to diabetes. These programs are effective, but creating another similar campaign on the topic of PSA testing and prostate cancer would not serve to reach more men in a compelling manner.

  The idea behind Pints for Prostates came from the realization that men seldom think about or talk to their friends about critical health issues. Most don"t realize that the symptoms of prostate cancer often appear too late. Few understand how simple a PSA test is and how it can save their life. The goal of Pints for Prostates is to cause men to stop and think about taking control of their health in an environment that is casual and non-threatening " a tavern, bar, pub or restaurant over a pint of lager or ale.

  Beer is a social beverage that encourages conversation among friends and strangers. By using the universal language of beer, Pints for Prostates will reach men with a critical health message.

  Us TOO International

  Pints for Prostates is proud to be partnering with Us TOO, an organization devoted to serving men diagnosed with prostate cancer and their families. Us TOO receives the highest marks from Charity Navigator, a group that rates charities based on how effectively and efficiently they use donations to serve the needs of intended recipients. All funds raised during the Pints for Prostates campaign will go directly to Us TOO for use in their SEA Blue (Support Educate Advocate) efforts.

  Us TOO is a grassroots organization started in 1990 by prostate cancer survivors to serve prostate cancer survivors, their spouses/partners and families. It is a 501(c)(3) not-for-profit charitable organization dedicated to communicating timely and reliable information enabling informed choices regarding detection and treatment of prostate cancer. Ultimately, Us TOO strives to enhance the quality of life for all those affected by prostate cancer.

  Receiving the news that you or a loved one has prostate cancer is traumatizing. Life is suddenly out of control and fear takes hold. Often, feelings of helplessness, guilt, isolation and anger emerge. No one needs to face prostate cancer alone. Us TOO provides the forum for sharing, caring and learning through its many programs and services designed for both men with cancer and their loved ones.

  In addition to providing education and support programs, Us TOO is an active advocate for patients. We are committed to making sure patients have access to the programs, medications, treatments and health care professionals they need for the best possible outcomes.

  Us TOO International, Inc.

  Prostate Cancer Education and Support Network

  5003 Fairview Avenue

  Downers Grove, IL 60515 (USA)

  Phone: (630) 795-1002

  Fax: (630) 795-1602

  PCa Support Hotline: (800) 80-Us TOO (800-808-7866)

  Email: ustoo@ustoo.org

  Pints for Prostates Sponsors

  The outreach effort to develop partners for Pints for Prostates has just started, but already a number of partners have joined the effort.

  Media Partners

  ß All About Beer (www.allaboutbeer.com)

  ß DRAFT magazine (www.draftmag.com)

  ß Brewing News (www.brewingnews.com)

  ß Imbibe magazine (www.imbibemagazine.com)

  ß Beer Advocate (http://beeradvocate.com)

  ß Celebrator Beer News (www.celebrator.com)

  ß Bartender Magazine (www.bartender.com)

  ß Modern Brewery Age (www.breweryage.com)

  ß Beer Magazine (www.thebeermag.com)

  ß Beer Northwest (www.beernw.com)

  Each media partner has pledged a combination of advertising, editorial, on-line and special event support for Pints for Prostates to reach their readers during August and September. With the assistance of these nine beer and beverage focused publications the Pints for Prostates message will reach literally millions beer fans.

  Marketing Partner

  Eric Mower and Associates (www.mower.com) has agreed to donate creative support for Pints for Prostates.

  Brewers

  Pints for Prostates is reaching out to domestic and imported beer brands to develop sponsorship relationships to help spread the PSA testing message and support Us TOO"s ongoing efforts.

  Brewpubs and On-Premise Retailers

  Pints for Prostates is reaching out to brewpub and on-premise chains that focus on beer as part of the campaign. This effort will also include links with the more than 300 local Us TOO chapters.

  Industry Associations and Suppliers

  Beer trade associations and brewing industry suppliers are welcome to join Pints for Prostates by promoting the campaign and/or making a cash donation to Us TOO to fund that organization"s support, education and advocacy efforts.

  Getting Involved

  Pints for Prostates is first and foremost an awareness campaign. The job of reaching men with a message about PSA testing and prostate health will be accomplished in several ways:

  ß Through advertising and editorial coverage in media partner print and on-line editions.

  ß Through the involvement of brewpubs and on-premise retailers that host Pints for Prostates events and fundraisers with local Us TOO chapters.

  ß Through the involvement of brewing companies that decide to make donations to Us TOO to support the group"s SEA Blue programs.

  ß Through the involvement of brewers who decide to use the Pints for Prostates coaster designs and logo on packaging and marketing materials to reach consumers directly.

  The Pints for Prostates campaign is designed around the belief that a unified approach by the beer industry can save lives by making men aware of prostate cancer and the benefits of early and regular PSA testing. We are making this program available industry wide and hope that each brewer and retailer can find a way to support the program. Becoming a partner in Pints for Prostates is that simple and it is that important.

  Brewer Involvement

  There are two basic ways that brewing companies and beer importers can become Pints for Prostates Partners: a direct financial donation to Us TOO and/or promotion for the effort by using the Pints for Prostates coaster designs and logo on advertising, packaging and other promotional materials.

  ß Pints for Prostates Gold Sponsor: $25,000 donation to Us TOO.

  ß Pints for Prostates Silver Sponsor: $10,000 donation to Us TOO.

  ß Pints for Prostates Bronze Sponsor: $5,000 donation to Us TOO.

  ß Pints for Prostates Partner: Printing and distributing 10,000 coasters using the Pints for Prostates artwork on one side and your normal brand message on the other side.

  All Gold level sponsors will have one of their brand logos used on Pints for Prostates posters printed for special events. All Gold, Silver and Bronze level sponsors will be listed in press releases distributed about the program and can use the Pints for Prostates logo in advertising and on company websites.

  Brewpub and On-Premise Retailer Involvement

  Brewpubs and on-premise retailers can get involved in Pints for Prostates by hosting special events to raise funds for Us TOO.

  ß The special events can be hosted by the brewpubs and on-premise retailers on their own or in conjunction with the more than 300 local Us TOO chapters and/or one of the more than 100 MeetUp.com beer clubs around the country.

  ß Pints for Prostates recommends a minimum commitment of a $300 donation from each retail location involved in the Pints for Prostates effort.

  ß Promotional ideas include donating $1 for each pint sold during the promotion, raffles of gift certificates or merchandise, and the sale of Us TOO logo items, such as blue wristbands and baseball caps.

  Industry Associations and Suppliers

  All members of the brewing industry are welcome to join Pints for Prostates by promoting the campaign or making a cash donation to Us TOO.

  Timing

  September is National Prostate Cancer Awareness Month. Most of the Pints for Prostates effort will be focused on September 2008, but any support benefiting Us TOO during the second half of the year is appreciated.

  For More Information

  Questions about Pints for Prostates can be directed to Rick Lyke at rick.lyke@gmail.com or 704.391.0062.

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  Hunter Wilson

  Owner, CarolinaNightlife.com1 Posts

  Charles is the Executive Director of Carolina Nightlife and very involved in the nightlife industry in NC and SC. He has been working with venues of all sizes, different brands and products, and countless events across NC and SC for over 8 years.

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