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. Since knowing this can be the difference between life and death Prost8 UK, the prostate cancer awareness charity, wants to make as many men aware as possible. So, for Prostate Cancer Awareness Month, they ran an OOH campaign across London encouraging men to see prostate tests differently.
The work is now being taken nationwide with over 200 digital screens across the country kindly provided by JCDecaux to reach as many people as possible. The more men that know this message, the more who will get treated earlier and survive.
Among the celebrity elbows cheekily featured in the campaign are 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, has resonated deeply with audiences. The elbow of Nick Payne of Leigh on Sea in Essex also appears on the billboards and posters 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.
Mohammed Kamel and Ben Ofoedu
Prost8 is a prominent charity dedicated to prostate cancer awareness and cutting-edge treatment. It 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 pre-cancer lifestyle function.
“Getting men to take note of the importance of an early diagnosis is the hardest part of our work. Having the support of JC Decaux and their enormous ‘on the street’ presence, allied to our celebrity partners, boosts our ability to educate and empower men about prostate cancer.” acclaimed Paul Sayer, Founder of Prost8 UK and prostate cancer survivor.
“There are over 200 sites across the country so I am urging 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 here: Donate – Prost8 UK. It may save a life!”
Chris Dooley, Head of Social Impact at JCDecaux UK added: “We are proud to be supporting 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.”
“We’re incredibly proud to work with Prost8 to bring this campaign to life. The message is something every man should know, and this work has the impact and humour to change lives.” accorded Lisa Nichols – ECD at TBWA\MCR.
