A new collaborative campaign, #ModoMostacho, is launching alongside international men’s health initiatives to confront the significant impact of prostate cancer, a leading cancer diagnosis for men globally. The effort,spearheaded by the Santa Fe de Bogotá foundation,the Luz Rosa Corporation,and Bayer,aims to destigmatize early detection and improve outcomes for the approximately 1.5 million men diagnosed annually worldwide. In Colombia alone, over 71,000 prevalent cases were reported as of February 2025, with more than 6,500 new diagnoses and nearly 3,800 deaths attributed to the disease in 2024.
A new initiative is underway to address the often-silent impact of prostate cancer on men’s health, aiming to break down the stigmas that prevent early detection. Prostate cancer is a leading cancer diagnosis among men worldwide, and early detection is crucial for improving outcomes. The campaign, dubbed #ModoMostacho, is a collaborative effort between the Santa Fe de Bogotá Foundation, the Luz Rosa Corporation, and pharmaceutical company Bayer, coinciding with the global #Movember campaign and International Men’s Day.
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The need for increased awareness is significant. According to the Global Cancer Observatory (Globocan), 1,467,854 new cases of prostate cancer were recorded globally, making it one of the most commonly diagnosed cancers in men. In Colombia, the situation is equally concerning: the High-Cost Account reported 71,609 prevalent cases of the disease as of February 28, 2025. During 2024 alone, 6,531 new cases were identified, the majority being invasive tumors, and 3,789 deaths were associated with the disease.
Prostate cancer caused 3,789 deaths in Colombia in 2024. Photo:iStock.
Despite these sobering statistics, cultural barriers to men’s self-care remain strong. Data reveals that while 87.6% of men aged 50 to 59 are aware of the digital rectal exam, only 34.6% have actually undergone one. A significant 70% of those surveyed reported feeling fear, shame, or a lack of understanding regarding the procedure, and studies suggest that 31% would be more willing to see a doctor if the exam wasn’t necessary.
The #ModoMostacho campaign aims to address these challenges by promoting health education, reducing stigma, and providing clear information about the importance of early detection. “This condition often doesn’t present symptoms in its early stages, which is why timely consultation is so important,” explained Mauricio Plata, head of the Urology Department at the Santa Fe de Bogotá Foundation.
The specialist emphasized that including a PSA (prostate-specific antigen) test and a digital rectal exam as part of regular checkups starting at age 45 – or 40 for men with a family history or other risk factors – can be critical. “When the disease is detected early, the 5-year survival rate exceeds 90%,” he added.
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Prostate cancer is one of the most diagnosed cancers in the world. Photo:Istock
However, addressing prostate cancer goes beyond clinical diagnosis and treatment. It requires challenging deeply ingrained beliefs about what it means to be a man. Alejandra Toro, director of the Luz Rosa Corporation, points out that traditional masculine stereotypes continue to be a significant obstacle.
“For years, it has been believed that a man must be strong, endure pain, and not show vulnerability. But it’s essential to break down these taboos and create spaces for conversation with family and friends to advance early detection,” she stated. She believes that emotional support, promotion of regular checkups, and open communication are factors that can save lives.
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Experts in the clinical sector also highlight how innovation has transformed the management of this cancer. Liliana Torres, medical leader of oncology at Bayer, emphasized that scientific advances have led to treatments that are “more effective, personalized, and with fewer side effects,” contributing to improved quality of life for patients. She believes that innovation must be accompanied by an education strategy that empowers men and eliminates biases that limit their access to healthcare.
The comprehensive approach proposed by #ModoMostacho is based on a central idea: tackling prostate cancer requires more than specialized treatments. It demands education, research, awareness, and early action, as well as ongoing collaboration between medical institutions, patient organizations, public entities, and private companies. Its ultimate goal is clear: to ensure that more men have access to timely diagnoses and sufficient information to make informed decisions about their health.
“Seeking help promptly is an act of self-care and self-love,” Toro insisted, reinforcing the spirit of a campaign that seeks to encourage men to overcome their fear of talking about their bodies and prioritize their well-being.
EDWIN CAICEDO
Environmental and Health Journalist
@CaicedoUcros
