Monday 27 May 2002
Top comedian, Frank Skinner, is to front a billboard campaign for The Institute of Cancer Research's everyman campaign to launch Male Cancer Awareness Month on 27 May 2002.
Throughout the month of June, the giant billboard will show Frank stripping off another part of clothing to reveal a little bit more until the final picture of Frank is exposed on 10th June. The ad is deliberately provocative in order to draw people's attention specifically to prostate cancer that claims the lives of nearly ten thousand men each year.
The revealing photos of Frank were taken by celebrated photographer, Lord Lichfield and both very kindly gave their time for free in order to raise more awareness of both prostate and testicular cancers.
The billboard is part of a month long campaign, created by London advertising agency, David, 'to help X out male cancers'. The charity is calling on people to donate much needed funds to the campaign and to buy the male cancer awareness badge, the perkin. This badge is shaped like a X and will be sold throughout the country in Top Man, Ryman, La Senza & Contessa.
Professor Peter Rigby, Chief Executive of The Institute of Cancer Research said, "We are delighted that Frank Skinner has fronted this campaign. Prostate cancer is becoming one of man's biggest killers and we need the general public to be aware of the symptoms and also give generously to the campaign. There is still a great taboo around prostate and testicular cancers. We want this to be addressed and for men not to be embarrassed about their bodies but to go to their GP if they have any concerns."
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 charity hopes that this ad will get men thinking about their bodies and seeking help if they have concerns.
Frank Skinner said, "I know my picture doesn't automatically say 'male health' but it's true that just a bit more awareness of prostate and testicular cancer could save thousands of blokes' lives. If you're male and you don't know what I'm talking about then you're already in danger. I hope the poster can help to increase that awareness. I also suspect it will play a major part in thinning out the traffic on Tottenham Court Road over the next three weeks."
Lord Lichfield said, "I am delighted to be able to help with this campaign - it is meant to be very eye-catching so that people will think more about this type of cancer which is often ignored. I won't say yet how far Frank will go but I will say the revelation will be quite shocking."
The everyman campaign has gone from strength to strength since it began in 1997 but there is still a great deal to be done. Prostate cancer affects 21,700 older men each year in the UK and testicular cancer has risen by 70% in the last twenty years. More research is desperately needed so that scientists are able to treat these cancers more effectively.
Other celebrities helping to cross out male cancers by wearing their perkin during June are Graham Norton, Gabby Logan, Jimmy Tarbuck, Dermot O'Leary and Coronation Street stars.
All the money raised during everyman male cancer awareness month will go directly towards supporting research into prostate and testicular cancers at Europe's only dedicated male cancer research centre which was set up by The Institute in 2001.
Notes to editors:
If you would like to speak to an expert on male cancers or get a photograph of the Frank Skinner ad please contact The Institute of Cancer Research press office on 0207 970 6028 or out of hours: 0778 8427856.
- June 2002 will mark the fifth everyman Male Cancer Awareness Month.
- The Institute of Cancer Research is a centre of excellence with some of the world's leading scientists working on cutting edge research.
- The Institute works in a unique partnership with The Royal Marsden Hospital, which enables scientific discoveries to be translated quickly into patient care.
- The Institute was made a Centre of Excellence for prostate cancer research by the National Cancer Research Institute.
- 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.
- The majority of men with prostate cancer are aged over 60 years. However men as young as 40 can be affected.
- The Institute is a charity that relies on voluntary income.
- Advertising Agency, David, donated the creative idea free for the campaign.