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An initiative aimed at getting men to talk more openly about prostate cancer is being launched this week in over 500 pubs across the UK in association with Prostate Cancer Awareness Week (20th – 26th March 2006). Smartbox, the entertainment channel which is broadcast in pubs and clubs, has donated screen time to The Prostate Cancer Charity and will deliver the “Real Men Know All About It” campaign messages to a captive audience of 3million pub goers via their digital media screen network.

“It’s a great opportunity for us to reach men and raise awareness about health issues that concern them and their families” says Denise Bailey, Corporate Partnerships Manager at The Prostate Cancer Charity. “The unique medium offered to us by Smartbox means we can spread our message widely in the community, encouraging real men to know all about their prostate and where to go for support"

The screen content has been designed to stimulate discussion among men about the symptoms of prostate cancer. In order to grab the viewer’s attention, Smartbox have worked with the “Real Men Know All About It” adverts and adapted them to suit the animated style of the Smartbox network. Screen grabs will display contact information for the charity and are designed to direct men and their families as to where they can go for more information and support.

“We approached The Prostate Cancer Charity with a clear objective; to extend the campaign messages of Prostate Cancer Awareness Week in a creative way and directly target men while they’re out socialising with their mates in the pub,” explains Kate Venables, Managing Director Smartbox.

“It’s important for us to utilise the network in a positive way. We have a duty-of-care policy that operates for the benefit of our landlords and viewers and Prostate Cancer Awareness Week is one of four goodwill initiatives that we will be supporting in 2006.”

In order to extend the campaign messages even further, Smartbox have agreed to distribute 100,000 drink mats to their network of pub landlords who will display them in their venues throughout the week. The drinks mat feature a fun and interactive text competition and give people a chance to win some great prizes, whilst learning important prostate facts.

Every year around 32,000 men are diagnosed with prostate cancer and 10,000 men die from it. Prostate cancer is now the most common cancer diagnosed in men in the UK – every hour at least one man dies from this disease.

Age is a significant risk factor. About nine per cent of cases are diagnosed in men in their Fifties, thirty per cent in men in their Sixties and forty per cent of men in their Seventies. A family history of prostate cancer is most significant if family members have been diagnosed under the age of 65. The risk increases by two or three times depending on how many relatives have been affected by prostate cancer and the age they were diagnosed.

Signs and symptoms include
• A weak flow or difficulty in starting to pass urine
• Straining or taking a long time to finish
• A feeling that your bladder has not emptied properly
• A frequent need to urinate, especially at night
• A need to rush to the toilet, so that you may even leak urine at times
• Pain on passing urine

“By reaching more men and their families, The Prostate Cancer Charity hopes to ensure that anyone with concerns about prostate cancer goes to their doctor or calls our confidential, nurse-led Helpline on 0845 300 8383.” says Denise Bailey, Corporate Partnerships Manager at The Prostate Cancer Charity.

Contact Information

Smartbox press enquiries and requests for pub landlord interviews should be directed to Tess Gee at Rise Media on 07811 400 388

The Prostate Cancer Charity press enquiries should be directed to Kate Stewart, Head of Media and Public Affairs on 0208 222 7653 or Josie Gray on 020 8222 7648. Out of hours contact: 07770 940 561 or 07811 217 306.

Notes To Editors

 Smartbox TV is an out-of-home television channel that is broadcast in over 500 community pubs across the UK (excluding Scotland and Ireland) The channel integrates audience specific content with engaging advertising and in-venue marketing.

 Prostate Cancer Awareness Week is an annual health awareness campaign organised by The Prostate Cancer Charity. Registered Charity Number 1005541. This year it runs from 20 – 26 March.

 It aims to raise the profile of prostate cancer among the general public and in the media. Hundreds of individuals and groups across the UK join forces to help raise awareness of prostate cancer and raise vital funds to improve research, information and support services for men and their families who are affected by this disease.

 Public awareness of the prostate gland and prostate cancer is still very low. The humorous “Real Men Know All About It” campaign targets men and their partners of all ages, but primarily men aged 50 and over, and positions prostate cancer awareness as “Real Man” territory, using lists of ‘manly’ activities and their love of statistics as a means to communicate the hard facts.

 Laid out in tabloid newspaper style, the five different adverts/posters list four ‘manly’ facts a ‘Real Man’ should know and a fifth fact about prostate cancer. For example, every real man has ‘Built a shed, tiled a bathroom, creosoted a fence, dismantled a toaster and clicked on www.prostate-cancer.org.uk to find out about the disease that kills over 10,000 men every year.’

 Every year over 30,000 men are diagnosed with the disease and 10,000 men die from it. Prostate cancer is now the most common cancer diagnosed in men in the UK – every hour at least one man dies from this disease.

 African Caribbean men are three times more likely to be diagnosed with prostate cancer than their white counterparts.

 If you have any queries about prostate cancer call The Prostate Cancer Charity's confidential helpline 0845 300 8383 which is staffed by specialist nurses and open from 10am to 4pm Monday to Friday and Wednesdays from 7 - 9pm.

 If you want to make a donation to The Prostate Cancer Charity call 0208 222 7622 or visit www.prostate-cancer-org.uk

Contact Information
Smartbox press enquiries and requests for pub landlord interviews should be directed to Tess Gee at Rise Media on 07811 400 388

The Prostate Cancer Charity press enquiries should be directed to Kate Stewart, Head of Media and Public Affairs on 0208 222 7653 or Josie Gray on 020 8222 7648. Out of hours contact: 07770 940 561 or 07811 217 306.

This press release was distributed by ResponseSource Press Release Wire on behalf of Rise Media in the following categories: Men's Interest, Health, Leisure & Hobbies, Women's Interest & Beauty, Media & Marketing, for more information visit https://pressreleasewire.responsesource.com/about.