"Have you had your annual prostate exam yet?" By using the oldest PR tool, a simple but impactful question - but surprisingly out of context - LALCEC shook up press conferences and interviews with well-known sports, entertainment, and political figures who are at the age for yearly check-ups. This purely PR move leveraged the natural traction of these traditional media settings, becoming news from inside the news and spark conversations about a subject that many men usually avoid discussing.