Lord Lichfield snaps top sports stars to help the fight against male cancers

May 26, 2000

For the first time, it is male cancers which have been put top of the agenda by sports celebrities in a bid to encourage men to campaign about their health at the start of the third everyman male cancer awareness month.

Top photographer, Lord Patrick Lichfield, has photographed a star line up which includes footballers David Ginola & Les Ferdinand, cricketer Phil Tufnell, snooker ace Jimmy White, jockey Richard Dunwoody, athletics star John Regis, TV presenter Gaby Yorath and rubgy players Lawrence Dallaglio and Brian Moore.

Explaining why he got involved, David Ginola said:

"We often see women campaigning about health issues but men don't do the same for themselves. I wanted to do something which encourages men to pay attention to their health and this photo should certainly achieve that."

Research carried out by The Institute of Cancer Research showed that men don't talk to each other about their health and would prefer to talk about women, football, cars and money. everyman is hoping that by combining sport with a serious health message, men will be encouraged to bring health issues out into the open.

Professor Colin Cooper, from The Institute of Cancer Research said:

"These sporting celebrities are great role models to men, young and old, who may need encouragement to talk about health issues which are still taboo. We face many obstacles in trying to raise awareness of male cancers - but embarrassment and indifference can lead to dangerous delays in seeking medical attention for potential problems."

The celebrities are standing in a line-up, protecting their 'family jewels' from what looks like a free kick. The stance serves as a reminder of where cancer kicks men the hardest.

Shooting the sports stars on the day, Lord Lichfield said:

"I am delighted to be associated with The Institute of Cancer Research everyman campaign. Shooting this photograph, depicting a defensive wall of sporting heroes, was certainly a most entertaining and enjoyable experience.

There is, however a serious message behind the picture. I urge you to support the everyman campaign not only to increase the awareness of male cancers but also to raise the much needed funds for research."

With a tongue in cheek twist, TV presenter Gaby Yorath stands in the middle of the men. This is an important message - it is often women who encourage men to take more care of their health.

The photo will be made into a giant poster under the heading "Do You Have The Balls To Join In?", for display on London's Cromwell Road. Its dimensions, 30m by 14m, mean that people driving into London will be welcomed by Lawrence Dallaglio 3 times larger than his usual 6 ft 4"!

The photo has been produced to support Go Sports M.A.D. Day on June 9th, as part of The Institute of Cancer Research's everyman male cancer awareness month. Everyone from sporting celebrities to MPs to schools and companies are supporting Go Sports M.A.D. Day to Make A Difference to cancer research.

For the more adventurous, there's the opportunity to organise a sports challenge at their company or school. Companies across the UK are organising softball games and inter-company football tournaments. Schools can do anything from a Sports Day to a game of Go Sports M.A.D. tiddlywinks.

If all this sounds too energetic, you could organise a sweepstake on Euro 2000, the Derby or Wimbledon, with half the prize money coming to everyman.

For more information and a free fundraising pack containing posters, fliers, sponsorship forms, fundraising ideas and much more, call the Go Sports M.A.D. Hotline on 0906 30 22 502 (calls cost 50p per minute) or register online at: www.gosportsmad.org.uk

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Notes to Editors

The everyman campaign was set up by The Institute of Cancer Research in 1997 to raise awareness of and funding for male cancers. All money raised from the campaign will go towards the UK's first dedicated male cancer research centre at The Institute in Sutton.

Testicular cancer is the most common cancer amongst young men aged 20 - 35. Cases have risen by 70% in the last 20 years but doctors do not know why.

Prostate cancer is the second most common cancer in men, with 19,500 new cases diagnosed every year. It affects older men, mostly aged 60 and above.

The poster was created by Conquest advertising agency, and is sponsored by sports.com. Media site was donated by Mega Profile and is the second largest site in London.