Objective: The effort aims to make men more savvy healthcare consumers and get them into the doctor's office more often. The most recently released AHRQ Medical Expenditure Panel Survey (2005) found that men are 25% less likely than women to have yearly checkups. According to Ellyn Fisher, Ad Council director of corporate communications, "It's all about starting a dialogue."

The key demographic targeted is US men over 40. "We went out and talked to men," she added, "and ...