Every 45 minutes in the UK, a man dies from prostate cancer. It’s an illness that’s treatable when found in time, but the test for it is often avoided. For one simple reason: men think it involves a finger going up their bottom. However, it seems they don’t know their “arse from their elbow” because prostate checks are often done by a simple blood test taken from the arm. Knowing this can be the difference between life and death. Prost8 UK, the prostate cancer awareness charity, aims to make as many men aware as possible.
Prost8 is dedicated to prostate cancer awareness and cutting-edge treatment. The charity works to ensure men are diagnosed earlier and helps guide them through NHS treatment options, including some lesser-known but highly effective options that preserve lifestyle function. So, over recent months, thanks to the support of the leading advertising agency TBWA in Manchester, they ran an OOH billboard campaign across London encouraging men to see prostate tests differently. The work was then noted and taken nationwide by JCDecaux who provided over 200 digital screens across the country to reach as many people as possible knowing that the more men that saw the message, the more would get treated earlier and survive.
Among the celebrity elbows cheekily featured in the campaign were those belonging to Ben Ofoedu of Phats and Small fame, and Mohammed Kamel, known for his role as Ali Al-Fayed in the Netflix series The Crown. Ben’s passion for raising awareness about prostate cancer among black men who are most at risk, coupled with Mo’s experience of cancer in his family, resonated deeply with audiences. The elbow of Nick Payne of Leigh on Sea in Essex also appeared to mark his dedication to Prost8 by bravely undergoing a rectal prostate check-up live on the Jeremy Vine Show to help dispel the myths surrounding getting checked.
“Getting men to take note of the importance of an early diagnosis is the hardest part of our work. Having the support of JCDecaux and their enormous ‘on the street’ presence, allied to our celebrity partners, boosted our ability to educate and empower men about prostate cancer,” explained Paul Sayer, Founder of Prost8 UK and prostate cancer survivor. “There were over 200 sites across the country. I urged every man out there to stand in front of one, emulate the image on the poster, share it on social media, and then donate to the cause to help save a life!”
Chris Dooley, Head of Social Impact at JCDecaux UK added: “We were proud to support Prost8 UK and its bold and creative campaign, raising awareness of prostate cancer. The JCDecaux Community Channel creates real value through the power of the public screen and aims to amplify Out-of-Home’s role as a force for good in the community.”
Paul Sayer added: “We are thrilled that the campaign was such a success, but the hard work goes on. Not only are we at Prost8 determined to ensure men are diagnosed earlier, but we also want to make them aware of the best treatments available that in many instances may not be offered to them. This includes high-intensity focused ultrasound (HIFU) which critically avoids urinary and rectal incontinence and erectile dysfunction. However, to achieve this, Prost8 must raise thousands of pounds to fund the deployment of this cutting-edge technology in hospitals and as such heavily relies on fundraising events and private donations.”
