Everyone is familiar with the stereotype that men are really bad at preventative health. Hell, I just had my first physical exam in many years, and that was only brought on by a combination of turning 40 and having a scary family history. So I assume that is the rationale behind the shock tactics employed by The U.S. Department of Health and Human Services' Agency for Healthcare Research and Quality (AHRQ):
Will it work? Probably not on the men who are the worst offenders. Attempts to shame have a habit of backfiring in social marketing because they push the brain into defensive processing (otherwise known as "denial").
This campaign was launched on Father's Day, too. Ouch.
There are two more commercials you can view on the campaign web site.