Prostate cancer has become the number one cancer in men with 1 in 8 men being diagnosed with the disease. It has overtaken breast cancer as the third most deadly form of the disease after lung and bowel cancer.  Prostate Cancer UK reports that a total of 11,819 men died from prostate cancer across the UK in 2015, up from 9,460 in 1999.

Apart from the health risks, it further causes emotional turmoil to the sufferer and their friends and families. With the support of Queen’s Hospital, Burton and Burton Albion Football Club, we have created an innovative health campaign designed to bring awareness about prostate cancer and alleviate the ‘fear factor.’ The ‘Inspire Health: Fighting Prostate Cancer’ campaign which has been running since early 2016 enables men to seek advice and get screenings in familiar surroundings rather than the clinical backdrop of hospitals.

The screenings have been primarily carried out at Burton Albion’s Pirelli Stadium – in many cases during match days. It is a perfect way of reaching a large number of the target group of men over 50+ who may not necessarily want to visit a GP’s surgery or hospital, but rather be more receptive to a health initiative through their football club where they feel more receptive to the importance of getting a health check. Since the campaign began, 36 cancers have been diagnosed from screening 681 men. Future health screenings are planned.