Scotsmen show us what’s really under their kilts in a bid to raise awareness of testicular cancer

To mark the everyman campaign’s partnership with ASDA for Father’s Day this year, 30 store managers from Scotland have revealed what’s really under their kilts in a bid to raise awareness of testicular cancer.

The store managers showed what true Scotsmen wear when they showed their George boxer shorts to the world. The boxer shorts will form part of the ASDA promotion for The Institute of Cancer Research’s everyman appeal, with money from every sale going to the charity.

The two week campaign in all 238 stores culminates on Father’s Day and will raise much needed funds and help raise awareness of the seriousness of male cancers. Activities include:

• Donations from a range of specially selected men's products made to The Institute of Cancer Research's everyman campaign. Perfect gifts for your dad on Father’s Day.
• The sale of the everyman Perkin pin badge in all ASDA stores throughout the month of June.
• All 100,000 ASDA colleagues across the country getting involved in a variety of weird and wonderful fund raising activities such as sponsored head shaves and bathing in beans.

John Heyd, Marketing Manager for The Institute of Cancer Research commented,

"We know that men often don't pay enough attention to their health and the everyman campaign has been set up to try and combat this. It's great that ASDA are working with us to raise awareness of male cancers - if we can get men talking about their health in a supermarket, we can get them talking anywhere!"

With over 19,500 cases of prostate cancer every year it looks set to be the most commonly diagnosed cancer in 2018 and cases of testicular cancer have risen by 70% in the last 20 years.

ASDA is the first supermarket to team up with The Institute of Cancer Research to raise awareness for their everyman - action against male cancer campaign.

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For further information please contact:
The Institute of Cancer Research press office on 020 7970 6030.

Notes to editors:

• Photographs of the 30 ASDA men in kilts can be previewed online (low resolution):
  Close-up Kilts .
  Cartwheeling Kilts.
  Hi-res images available to the Press from Erica Boardman ( , Tel:020 7970 6028)
  
• Product details included in the event;
  • Twin pack of George boxer shorts £5.99
  • Selection of Fathers Day cards £1.29
  • ASDA for men shower gel £0.99
  • ASDA for men body spray £0.99
• In 1997, The Institute of Cancer Research set up everyman - a national campaign to raise awareness of and funding for male cancers. Every year as part of the campaign, June is designated as male cancer awareness month.
• Testicular and prostate cancer are both on the increase yet research into male cancers is massively underfunded. Surveys show that most men know very little about testicular and prostate cancers. The Institute is setting up the first male cancer research centre to help fight these diseases. The facts and figures are disturbing:
  • 19,500 new cases of prostate cancer are diagnosed every year
  • By 2018, prostate cancer will overtake both lung and breast cancer to become the most commonly diagnosed cancer in Britain
  • Testicular cancer is the most common cancer among young men aged 20 - 35 and it can affect boys as young as 15.
• For a free information leaflet call everyman on 0800 731 9468 or visit their web site at www.icr.ac.uk/everyman