It's Small, It's Rubber and It Aims to Save Lives - The Perkin Has Landed

June 3, 1999

Strictly embargoed: Thursday June 3 1999.

Don't be surprised if over the next few weeks people start asking "What's a perkin?".

The small but perfectly formed rubber symbol whose role is to help raise awareness of the increasing incidence of male cancers can be found in WH Smith and House of Fraser stores across the country.

The everyman perkin is very different from traditional devices such as ribbons and flowers used by other charities to raise awareness of their causes. Created by London design agency sans+baum, it is inspired by the 'x' and 'y' chromosome structure which is unique to men, and is launched at the start of The Institute of Cancer Research's (ICR) second annual everyman male cancer awareness month this June.

"Both prostate and testicular cancer are on the increase in the UK and we face considerable challenges not only in medical research but in the fact that men are notoriously bad at paying attention to health matters," said Professor Colin Cooper of the ICR's everyman campaign.

"Our new MORI poll shows that the majority of men are ignorant of the facts surrounding male cancers and think there is too little information available about them. The everyman perkin is just one element of our work, but if it helps to inform people, gets them talking and raises money for male cancers it will have done an important job," he added.

As for the name perkin: "When the 'xy' design was being developed, everyone was calling it different things such as symbol, icon, emblem, badge etc. Perkin seemed a better option to me - I made up the name and it has stuck. I believe it adds to the symbol's identity and also reflects its quirkiness and individuality. Don't bother looking 'perkin' up in the dictionary - its not in there, yet!"

For further information please contact The Institute of Cancer Research press office on 0171 970 6030.

Notes to editors:

1. Professor Colin Cooper, development director of the ICR's Male Urological Cancer Centre, is available for comment or interview. Requests should be made to Katy Bell or Sadie East on 0171 970 6030.

2. The ICR everyman campaign was launched in September 1997 to increase awareness of testicular and prostate cancer and to raise funds for the UK's first dedicated research facility into male cancers.

3. The ICR promotes a simple self-examination for testicular cancer in a special leaflet that is available by telephoning 0171 352 8188.

For further information please contact:-
The Press Office Tel: 0171 970 6030 email: