Prostate cancer remains one of the most commonly diagnosed cancers among men globally, and many cases go undetected until advanced stages due to low screening rates and a persistent cultural norm that pushes men to prioritize other responsibilities over their own well-being. This September, the Medical Benefits Scheme (MBS) of Antigua and Barbuda is aiming to shift that narrative through its new public health initiative: *Protect Your Prostate: Know. Check. Act. Calendar Challenge*, a community-focused campaign designed to turn prostate health awareness into tangible action for men across the twin-island nation.
For countless men, daily life is dominated by meeting work deadlines, providing for family, and juggling a never-ending list of everyday obligations, leaving little to no time for preventive health check-ups. MBS designed this challenge specifically to carve out space for men to prioritize their own health alongside their other commitments, framing proactive prostate care as a responsibility to both themselves and the loved ones who depend on them.
To complete the challenge, participants must check off three sequential, accessible activities that build from awareness to action. First, under the “Know” step, men are asked to have open conversations with family members to document any family history of prostate cancer or other related reproductive cancers. This step is rooted in clinical evidence: a family history of prostate cancer significantly increases an individual’s risk, making early screening all the more critical.
Second, participants join the broader awareness movement by wearing blue every Friday — the globally recognized color for prostate cancer advocacy — and taking part in a local walk or community event that raises public awareness of the disease. MBS also extends this call to action beyond participating men, urging wives, partners, relatives, friends, and colleagues to support the men in their lives. Even small gestures, from wearing blue to starting an open conversation about prostate health, can help break down the stigma that often keeps men from seeking care.
The third and most critical step is the “Check” requirement: participants must complete a recommended prostate cancer screening, and encourage at least one other man — whether a friend, coworker, or family member — to get screened as well. This ripple effect is designed to expand the campaign’s impact far beyond individual participants, creating a culture of proactive health across communities.
To incentivize early and complete participation, MBS is offering a reward for the first man to submit a fully completed entry with verifiable proof of all three challenge steps: a $150 gift voucher from K.M Morgan Men’s Collection. All entries must be submitted by September 30, 2026, via WhatsApp at 720 6251 or 720 6310. MBS has confirmed that all personal health information submitted as part of the challenge will be kept strictly confidential to remove barriers for men who may be hesitant to share private health details.
At its core, the campaign centers on a simple, powerful message: men need to care for the person their family counts on, and families have a key role to play in encouraging the men they love to learn their risk history, get screened, and take control of their long-term health. Through this structured, community-driven challenge, MBS hopes to reduce late diagnosis rates and normalize proactive prostate care for men of all ages across Antigua and Barbuda.