Tuesday 19 June 2001
The Institute of Cancer Research today launches a hard-hitting television commercial - the first to explicitly warn men of the early symptoms of prostate cancer.
The advert stars the acclaimed actor Simon Callow in his first commercial for the charity's everyman male cancer awareness campaign. It takes a tongue-in-cheek approach in order to draw audience attention to a disease that claims the lives of nearly ten thousand men each year.
In the advert, created by WPP's advertising agency Red Cell, Simon Callow is seen looking increasingly uncomfortable as he attempts, at first unsuccessfully, to have a pee. The advert is especially arresting since the camera concentrates on Mr Callow's powerful facial expressions - while the lower half of his body is never actually seen.
Prostate cancer is the second most common cancer in men, after lung cancer, and every hour in the UK one man dies of the disease. It mainly affects older men and worryingly, over the next decade, incidence is predicted to rise considerably to overtake that of lung and breast cancer.
Simon Callow, who played the larger-than-life Gareth in Four Weddings and A Funeral, was pleased to offer his support to this campaign: "We men have to face up to the fact that prostate cancer is a serious threat. We need to be fully aware of the symptoms and not be afraid or embarrassed to go to our GPs. We are happy to pee in public so we should be equally happy to be public about any concerns we have if our peeing isn't normal!"
Dr Peter Rigby, Chief Executive of The Institute of Cancer Research said, "We are delighted that Simon Callow has supported our charity in this way.
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The incidence of prostate cancer is continuing to rise and scientists are still
unsure what causes the disease and how best to treat it. We need more funds to support the scientists in their research so that they are able to work towards understanding this cancer better and ultimately finding a cure."
Symptoms of prostate cancer may include: Difficulty or delays in urinating, stopping and starting urinating, a weak stream of urine, urinating more often than usual, pain while urinating, blood in the urine, pain or stiffness in the lower back and hips.
These symptoms can also be caused by other conditions, less serious than prostate cancer. However it is vital that men go to see their doctor immediately if they are experiencing any of the symptoms so the cause can be diagnosed.
Recent research by Men's Health magazine, commissioned by The Institute of Cancer Research, found that over a quarter of men still find it difficult to talk to their doctor about potentially embarrassing health concerns.
The commercial - entitled 'Relief' - was written by Simon Frank and directed by Carl le Blond and airs tonight on MTV, VH1, ITV2 and other cable and satellite channels.
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For further information, stills from the commercial or to arrange an interview with an expert on male cancers, please contact The Institute of Cancer Research press office on 0207 970 6028 or out of hours 0778 8427856 or by email on [email protected]
Notes to Editors
- June marks the fourth everyman - male cancer awareness month, a campaign by The Institute of Cancer Research.
- The Institute of Cancer Research has recently been named as a Centre of Excellence for Prostate Cancer.
- Prostate cancer is the second most common cancer in men, with 21,400 new cases diagnosed every year.
- Testicular cancer is the most common cancer amongst young men aged 20 - 35. Cases have risen by 70% in the last 20 years but doctors do not know why.
- Red Cell is a creative advertising agency, owned by WPP. For details on the making of the commercial contact Michelle Katz at Red Cell on 020 7240 4949.