Bluebeards launch male cancer awareness commercial after survey reveals quarter of UK men never check testes
Britain’s Manliest Cyclist puts his weight behind male cancer awareness advert
The Bluebeards Revenge has launched an innovative online commercial to educate men on the three uniquely male cancers and to raise awareness of Orchid, the male cancer charity.
The ‘Train Hard Shave Easy’ commercial sees Richard Carus, officially ‘Britain’s Manliest Cyclist’, battle against the harsh elements on Dartmoor. As Richard fights against the harsh conditions he discovers it might not be the rugged terrain that is the biggest danger on his ride.
The commercial has been launched after a survey commissioned by Orchid revealed that three quarters of UK men (73%) recognise that a lump in the testes could be a sign of testicular cancer – but 25% still never check their testes.
The survey of 824 UK adults aged 16 and over, carried out by leading market research agency GfK NOP, also found that nearly one in three (30%) are not even aware they can check themselves for lumps. This is in stark contrast to women, who are more likely to take their health in their own hands - only 7% of them say they don’t check their breasts.
“Many men like to keep fit and active through cycling,” says Richard, who won a national competition to be named Britain’s Manliest Cyclist in 2011. “However, keeping fit and healthy is more than then just exercise and I urge that if any man thinks they might have a problem to get checked out as soon as possible.”
Justin Bullock, PR and Marketing Manager for The Bluebeards Revenge, says: “Cycling is the biggest male participation sport in the UK, not only does it sit perfectly with The Bluebeards Revenge ‘Train Hard Shave Easy’ philosophy but it attracts a dynamic range of men from all types of backgrounds.
“Around 2 million males in the UK cycle so Orchid’s survey results mean that over half a million male cyclists will never check their testes. Hopefully the commercial will encourage men to be aware of the early signs and symptoms of the three male specific cancers - testicular, penile and prostate – so they can seek advice from a GP as early as possible.”
The Bluebeards Revenge and Orchid are currently working on a number of innovative initiates to raise the awareness of male cancer. The brands eye-catching packaging features potentially lifesaving advice for men on the inside of all its cartons.
Rebecca Porta, Chief Executive of Orchid, said: “We are delighted to be working with The Bluebeards Revenge for 2012. This is a wonderful opportunity to encourage men across the UK to take a pro-active approach to their health and general well-being whilst raising funds and awareness of Orchid and male cancer.”
David Hildrew, Managing Director at The Bluebeards Revenge, added: “Our range is all about providing a great shave but we are also taking on the added responsibility of educating men on the early symptoms and signs of testicular, penile and prostate cancer. We are encouraging men to think inside their box.”
You can watch the commercial here: http://tinyurl.com/d2yr5zk
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For more information on The Bluebeards Revenge™ or for imagery, please contact Justin Bullock on 01752 898191 or justin@bluebeards-revenge.co.uk.
Notes to Editors
The research above was carried out by leading market research agency, GfK NOP, which interviewed 824 UK adults aged 16 and over in the UK, between 19-24 March 2009.
About The Bluebeards Revenge
The Bluebeards Revenge (www.bluebeards-revenge.co.uk) is a premium range of quality men's grooming and shaving products designed to combat tough stubble and tackle common shaving problems like razor burn and rash.
About Orchid
Orchid is the UK’s only registered charity focused exclusively on male-specific cancers. Formed in 1996 by a testicular cancer patient, Orchid exists to save men’s lives from testicular, prostate, and penile cancers through pioneering research, the provision of specialist information and support, campaigns and raising awareness. More information at www.orchid-cancer.org.uk.
About male cancer
Prostate cancer is the most common male cancer and kills 1 man an hour in the UK equating to 10,000 men p.a. Affecting men mainly over the age of 65, in nearly ½ of cases the disease will have spread before diagnosis making it far harder to treat.
Testicular cancer is the most common cancer amongst young men aged 15-45 and affects 2,000 men p.a. If caught early enough it has a cure rate of over 95% and yet in over 1/3 cases the disease will have spread before diagnosis.
Penile cancer, though mercifully rarer – less than 400 cases p.a., also affects men mainly over the age of 60 although there are younger cases. Sadly 1 in 4 men with penile cancer will not survive.
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Justin Bullock
justin@bluebeards-revenge.co.uk
The Bluebeards Revenge
www.bluebeards-revenge.co.uk
01752 898191