Seagulls supporters rise up to tackle prostate cancer

Brighton and Hove Albion football fans are wising up to their risk of prostate cancer and taking action against the disease following an awareness campaign from the club’s charitable arm, Albion in the Community.

Following the match day focused ‘Be a Life Long Fan’ campaign, more than 8 in 10 fans (83%) had greater awareness of prostate cancer, almost all (94%) knew what action to take if they recognised any of the signs and symptoms, and nearly one fifth (16%) were prompted to speak to their doctor about their prostate cancer risk.

The campaign, which was funded by Prostate Cancer UK, was backed by former Albion boss and England skipper Alan Mullery, ex-Seagulls captain, Guy Butters who now works for the club’s community scheme, and current striker, Craig Mackail-Smith.

The trio featured in a series of posters which were placed on the walls of the ground and in the men’s toilets to highlight the disease and some of the common signs and symptoms. They also took part in video adverts which were broadcast on the stadium’s big screens and on the club’s website.

Albion in the Community deliver a number of local community focused cancer awareness campaigns, communicating with fans through the club to increase awareness of symptoms and help overcome barriers to early diagnosis.

Sally Williams, Head of Health for Albion In The Community said: “The unique feature of this campaign was that it was based directly on what Albion fans said they wanted. Over 1,000 fans contributed to the pre-campaign research to ensure the work was effective in reaching fans and the materials produced were based on ideas from the fans themselves”

Butters, 45, played more than 200 times for the club, and was recently tested for prostate cancer after spotting the symptoms. He was keen to play his part and hopes other clubs will follow Brighton’s lead in promoting the issue.

He said: “My dad is old school. If his tooth was hurting he would pull it out himself, and that’s how I was brought up. But now when I see the literature my son brings home, that shows how things have changed.

“Imagine how many people follow football in this country, especially those who don’t know of this kind of health stuff. This is a good way to get it out there. Prostate cancer probably doesn’t get talked about, but that’s what we are trying to do, to break down those barriers so people do start talking about it.

“People at football will see it on the big screen, websites and match programmes and then actually start a conversation. Also up and down the country if more football clubs can get on board we can start to spread the message.

“There are so many people out there who are stubborn and don’t believe they will ever get something like prostate cancer. Don’t muck about with your health. Don’t take chances.”

Manveet Barar, Community Awareness Researcher from Prostate Cancer UK, said; “1 in 8 men will be diagnosed with prostate cancer in their lifetime and it kills one man every hour. However, if caught early enough prostate cancer can often be successfully treated. Awareness of the disease and your risk is therefore crucial – it’s the first step to diagnosis and without it men are in danger of being diagnosed at a late stage when the disease has already spread to other parts of the body.

“It’s fantastic to see Brighton and Hove fans taking their prostate health seriously and arming themselves with the knowledge that could save their lives. Football clubs play a huge part in the lives of so many men across the country – we’d like more clubs working together with their fans to spread the vital message about prostate cancer.”

A full report of the Be a Life Long Fan prostate cancer awareness campaign activity and accompanying toolkit for other clubs developing similar activity can be obtained via info@prostatecanceruk.org.

Anyone with concerns about prostate cancer can contact Prostate Cancer UK’s Specialist Nurses in confidence on 0800 074 8383 or via the online Live chat, instant messaging service at www.prostatecanceruk.org. The Specialist Nurse phone service is free to landlines and open from 9am to 6pm Monday to Friday with late opening until 8pm on Wednesdays.

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