NEW YORK (AP) -- Bill Cowher wants to teach men about melanoma, a disease whose ravages he knows all too well.
The Super Bowl-winning coach's wife died of the form of skin cancer in 2010. Now Cowher is the spokesman for a campaign called "Melanoma Exposed." Launched Tuesday, it seeks to educate all Americans -- but particularly men.
Cowher says: "Men are naive to their bodies -- they don't pay attention to their skin like women do."
Cowher coached the Pittsburgh Steelers from 1992-2006, winning a Super Bowl after the 2005 season. He is now a TV analyst for CBS.
The campaign is sponsored by a coalition of melanoma groups and by pharmaceutical company Bristol-Myers Squibb. It will hold free public screenings at several NFL stadiums this year.