To get men worked up over your cause, appeal to their sense of competition.

By Christine Weiser

“We’re about 20 years behind the time line compared to breast cancer awareness,” Bearse continues. “Public figures like [former New York City Mayor Rudy] Guiliani and [former presidential candidate Bob] Dole started to make it OK to talk about it. Lance Armstrong has made it cool to wear … wrist bands, which has had a small effect on fundraising.