Astellas Pharma Canada launches social media campaign to rally support for the third most common cancer among Canadian men MARKHAM, ON, Dec. 1, 2016 /CNW/ - Attendees at the Toronto Raptors' game at the Air Canada Centre on November 28th were encouraged to bring Movember to a close in a big way through a social media and digital campaign designed to generate awareness and raise $50,000 to help prevent men from dying from prostate cancer. Astellas Pharma Canada asked Raptors fans at the game to show their support for Movember online and take selfies using the hashtag "#baskets4bros." For every Instagram or Twitter hashtagged selfie, $5 is being donated (up to a maximum of $50,000) to Movember Canada by Astellas. Movember supporters not attending the game were also encouraged to post selfies using the #basket4bros hashtag. "Astellas is a proud supporter of Movember and prostate cancer research," said Michael Tremblay, President of Astellas Pharma Canada, Inc. "Whether it is growing your mo to help raise awareness and funds for men's health or beginning a conversation around mental health, Movember is doing its critical part to help men from dying too young by promoting early detection of prostate cancer. Astellas is excited about reaching our $50,000 fundraising goal, in addition to our internal initiatives that have raised funds in support of Movember." If detected early, prostate cancer patients have a 98 per cent chance of survival beyond five years. This figure drops to 26 per cent if detected late i. To help increase odds of detection, routine check-ups with your doctor are recommended.