HSE silent on cost of ad campaign telling men to 'wash under their foreskin'

Darragh Mc Donagh

The Health Service Executive (HSE) is refusing to reveal how much it paid a marketing communications company to produce a social media advertisement telling men that they should wash under their foreskin every day.

The health authority spent almost €8,000 promoting the ad on social media as part of a month-long campaign to raise awareness of penile cancer and provide information on genital hygiene earlier this year.

However, it has refused to release documents relating to the cost of hiring marketing specialists to develop and produce the advertisement, citing commercial sensitivity.

The ad, which was promoted on social media platforms in June and July, featured an image of a shower head and two loofahs in the shape of the male genitals, accompanied by the message: “Reduce the risk of penile cancer by washing under the foreskin every day."

Earlier drafts of the ad had featured an eggplant emoji covered in soap bubbles, and a shampoo bottle with two sponges forming the shape of a penis and testicles. However, it was decided that soap should not feature in the campaign.

“I’m a little wary of promoting the use of soap to clean this area of the body,” one HSE official wrote in an email during the design process. “Over-zealous cleaning could lead to the development of candida [yeast infection],” they added.

“As I recall, the advice in the booklet is that you don’t have to use soap. It’s a minor thing – not a deal-breaker.”

Further discussion occurred over whether the ads should refer to “the” foreskin or “your foreskin”, internal emails show, as the campaign was also targeted at females over the age of 50 and parents of young children.

There was also a suggestion that an asterisk should be added to the line with a corresponding message at the bottom of the ad, clarifying: “If you have a foreskin.”

The HSE refused to release details of the cost of developing and producing the advertisement under the Freedom of Information Act – legislation routinely used to access records relating to the use of public funds.

A spokesman for the HSE said the campaign, called ‘Know the Signs’, was aimed at raising awareness of the signs and symptoms of penile cancer, urging men to seek medical help early if they notice any changes in their penis.

“Penile cancer affects around 60 men in Ireland each year – mostly those aged over 50. Early detection significantly improves survival and can help preserve function and appearance,” he added.