Rainey Kelly Campbell Roalfe/Y&R has created a tongue in cheek press ad for Cancer Research UK which will run alongside the Wimbledon Championships coverage. Launched on June 27, the ad takes a light hearted approach in spirit of the Brits favourite summertime event which aims to prevent men ever needing to ask for ‘new balls please’ by encouraging them to be aware of symptoms of testicular cancer. These include pain or discomfort or a hard lump in the testicle or an unusual difference between one testicle and the other.
Although fewer men than ever are dying from testicular cancer with survival rates now hitting 95 per cent it isn’t yet game, set and match in the fight against men’s cancer. Testicular cancer is relatively rare, but among men aged 25-34 it is the most common form of cancer. Each year nearly 2,000 men are diagnosed with testicular cancer, and 70 die from the disease. Yet – thanks to research by Cancer Research UK and others – more than 95 per cent of men are cured.
Hazel Nunn, Senior Health Information Manager at Cancer Research UK, said: “Getting to know your body makes it easier to spot anything unusual. Testicular cancer is quite rare and the chances of successful treatment are good, but if you do notice a lump or other change in one testicle it’s worth getting it checked out.”
But overall over 155,000 men are diagnosed with cancer every year. And the death rate for male cancers has been consistently higher than the rate for female cancers over the last thirty years. Recent figures show cancer was responsible for 30 per cent of all deaths in men in the UK compared to 25 per cent for females. Research shows that many men are not aware of the symptoms of some of the most common types of male cancers – prostate, lung, and bowel – and that they often ignore problems with their health rather than seeking advice. Cancer Research UK encourages all men to be symptom aware and know what is normal for their bodies.
Hazel added: “Testicular cancer is the most common form of cancer in men in their 20s and 30s but men of all ages should be body aware and go to the doctor as soon as they notice anything unusual. The phrases ‘It’s probably nothing’, ‘I’m too busy’ or ‘I don’t want to waste the doctor’s time’ are all too easy to use to convince ourselves not to get checked. The chances are the symptoms won’t be cancer. But if it is, the earlier the disease is caught, the easier it is to treat.”
The New Balls Please ad was developed at RKCR/Y&R, London.