In the UK, one man dies from prostate cancer every 45 minutes. Although this illness is treatable when caught early, it often goes undetected because many men mistakenly believe it requires an uncomfortable examination. In reality, prostate checks are typically performed with a simple blood test from the arm. Understanding this difference could be life-saving. Prost8 UK, a charity dedicated to prostate cancer awareness—the most prevalent cancer affecting men in the UK—is on a mission to educate men and improve early detection rates.
Prost8 UK is committed to advancing awareness and supporting cutting-edge treatments for prostate cancer. The charity also raises funds to acquire the most advanced technology for treating men with low to medium-grade prostate cancer. There is a constant need to spread the dual message of awareness and treatment, and the charity’s recent efforts, in collaboration with TBWA Manchester, included a groundbreaking billboard campaign across London aimed at changing perceptions of prostate testing. The campaign’s success caught the attention of JCDecaux, which expanded the message nationwide with over 200 digital screens, amplifying the call for early testing and treatment.
In a pioneering move, the campaign featured a live Digital Rectal Examination (DRE) performed by Dr. Philippa Kaye on TV. Charity supporter Nick Payne, a 63-year-old from Leigh on Sea, Essex, bravely underwent the examination on air to bring critical awareness to prostate cancer screening. Nick, who had previously undergone a PSA test but was not offered a DRE by his GP, shared his story as a powerful statement about the importance of comprehensive prostate cancer screening.
The campaign also featured celebrity endorsements, including Ben Ofoedu from Phats and Small and Mohammed Kamel, known for his role in The Crown. Their involvement, along with Nick Payne’s live DRE, was instrumental in breaking down the stigma and encouraging men to get tested.
Prost8’s mission is not only to encourage men to get checked and educate them about the best patient journey, particularly for those with low to medium-grade cancer, but also to advocate for low-impact focal treatments such as High-Intensity Focused Ultrasound (HIFU). HIFU is a less invasive option that allows patients to maintain their quality of life post-treatment due to its scalpel-free approach, using ultrasound beams to accurately target tumour cells.
Paul Sayer, Founder of Prost8 UK and a prostate cancer survivor, received HIFU treatment in 2018. His positive experience with HIFU, which resulted in minimal side effects compared to traditional treatments, inspired him to establish Prost8 UK. The charity aims to make HIFU treatment more accessible across the UK. His experience, which reflects a significant reduction in the risk of life-altering side effects like erectile dysfunction and incontinence compared to traditional surgery, offers hope for the 51% of men diagnosed with early to intermediate-grade prostate cancer and the 12,000 annually who risk being effectively over-treated.
Paul Sayer, Founder of Prost8 UK, commented: “Prostate cancer can affect anyone: while a third of patients with the disease are over 75, the incidence has increased six-fold in men aged 50-plus in the past 20 years. Prostate cancer now accounts for a quarter of all male cancer cases in the UK, making it the most common form, with the risk of diagnosis increased with a family history of the disease.
“The challenge of getting men to recognise the importance of early diagnosis remains significant. Thanks to JCDecaux’s extensive network and our celebrity partners, we have been able to reach a wider audience and educate men about prostate cancer.
“At a time when the cost of living crisis is stretching many people’s budgets, charities are facing increased challenges. However, I cannot stress enough the importance of this cause and urge everyone to support the fight against prostate cancer. Public contributions are vital to sustaining our work and funding essential treatments and technologies. Every donation helps us move closer to improving outcomes for men in the UK who are battling prostate cancer. I invite everyone to take a look at the sobering statistics.”
Staggering statistics underscore the importance of Prost8’s work:
- 1 in 8 men will be diagnosed with prostate cancer.
- 1 in 4 black men will be diagnosed with prostate cancer.
- 500,000 new diagnoses of prostate cancer are expected in the next 10 years.
- 1 man is diagnosed every 11 minutes and one dies every 45 minutes from prostate cancer.
