From our inception in 1996, our brand had been through a number of different styles. In 2012 we underwent a radical change. We were a growing and successful organisation but felt something was missing. Public awareness of our work and the issue of prostate cancer remained low. To be able to shout about men’s health to the rooftops,we needed to raise our voice. We needed a new identity.
Our new identity was born through a process of internal and external analysis, and we were brutally honest with ourselves. We found we were tired of appearing old fashioned, clinical and unemotional. We didn’t like how often we spoke in euphemisms and avoided fighting talk. We were shocked by how far men had gone from being at the centre of everything we do. It was time to grow up.
We worked out what we wanted to look, sound and act like, and what our supporters and partners thought too. From 1 July 2012 the Prostate Cancer Charity was no more. We became Prostate Cancer UK.
Since that date, our brand has won industry awards and public recognition; we’ve moved from 56th debut place on the Third Sector Charity Brand Index in 2012 to 36th in 2013, ahead of many charities twice our size. We’ve launched TV adverts, UK-wide poster campaigns, and strengthened our activity on all fronts. We’ve stamped our identity on men’s health in the UK.
Nobody messes with Ray Winstone, but in our award-winning Father’s Day film, he shows that even the hardest of men can be knocked down by prostate cancer. The film aired on ITV4 on Father’s Day 2013, the culmination of a week-long partnership between Prostate Cancer UK and ITV: Stand By Your Man.
For a week, ITV daytime shows such as Loose Women and This Morning, and ITV newsrooms across the country, featured case studies, personal stories and interviews with our celebrity ambassadors to help raise awareness of prostate cancer.
Women - proven to be a major force in the fight against breast cancer – were asked to join the Stand By Your Man campaign by pledging to talk to the men in their lives about the potential symptoms of prostate cancer, and who is most at risk.
One gang, one plan, one big problem.
Joe wants out but the Don won't take no for an answer. Carl lays a plan to use Alison as the bait. Will it work, or will Joe walk away?
Father's Day is a dark mini-drama with a twist. It's the brainchild of actor Neil Stuke, and also stars Ray Winstone, Charles Dance, John Simm, Tamzin Outhwaite, Cyril Nri and Stuart Laing.
Joe (Ray Winstone)
"Looks good on the outside, but inside... trouble."
Mechanic Joe wants things fixed, starting with Jack's old Jag. But he knows you can't judge an old car until you've looked under the bonnet and found out what's really going on.
Joe's been diagnosed with early prostate cancer, but like many men, he feels well. Early prostate cancer often has no symptoms.
He only got the diagnosis thanks to his friend Jack.
Jack found out late he had prostate cancer - too late to stop it. But he wasn't going to let the same happen to Joe.
With Jack's words ringing in his ears, Joe went for a prostate MOT because he was peeing three or four times a night. It's pretty common for men as they get older to get up once a night, but more than that and it's worth checking out.
It's more likely to be an enlarged prostate, and that's not cancer - but it might be something you can get fixed anyway. And although there's no link between having an enlarged prostate and getting prostate cancer, you can have both at the same time.
Joe's tough, but so is dealing with his own prostate cancer and grieving for his mate. He's angry that Jack died, and feels guilty that that's what it took to get him to the doctors himself. If any of this sounds familiar, we can help.
Dave (John Simm)
"I do everything right. It's not fair."
Dave's in his forties. He's healthy, he doesn't smoke, he boxes and he runs.
But he's been knocked sideways by his recent diagnosis of prostate cancer. It's a disease Dave already knows something about. His older brother had it - and if it's in the family, the risk of getting it is raised. So when the doctor suggested he get his prostate checked out, he agreed.
You are two and a half times more likely to get prostate cancer if your father or brother has been diagnosed with it. And there may be an even higher chance if, like Dave, your relative was under 60 when he was diagnosed.
They've caught Dave's cancer early and he's got treatment options which aim to get rid of the cancer. All treatments have pros and cons. Dave's most worried about any impact they might have on his sex life.
Watch our volunteers talking about how they manage side effects in real life, including changes in their sex lives.
If any of Dave's story rings a bell with you, we can help.
Carl (Neil Stuke)
"I'm stage 2 prostate cancer. I've had it removed. I've had the radiation. And now I'm stage 3."
Carl's back at work in the office after he had his prostate removed last year. But since then, his blood tests have shown a rise in his PSA - prostate specific antigen, the protein which should be at practically zero after he's had his prostate taken out.
That's a sign that the cancer had spread just outside prostate before they took it out, so he's had radiotherapy to try and kill the cancer cells that got away.
Carl's had some uncertainty to deal with. Before the op, it looked like he had stage T2 prostate cancer - where it's completely contained inside the prostate. But it seems it was stage T3 and some of it had broken through the prostate. He knew there was a chance the cancer could return, but the news was still a shock.
If you're worried about cancer returning, and what to do if it does, we can help.
Don (Charles Dance)
"Throwing the kitchen sink at it."
Seventy-something Don is open about his advanced prostate cancer. He's not going to apologise for that, and he doesn't see why anyone else should either. He talks, he listens, and when someone's going to take the mickey it'll probably be Don.
He deals with it in his own way, and he knows that every man does the same.
Early on, Don had radiotherapy, and he's also been on hormone therapy for a few years. But now the cancer has spread from his prostate to his pelvis, so he's opted for chemotherapy as well. Hormone therapy stops testosterone from feeding the prostate cancer cells. Without testosterone, the cancer cells shrink. It can help control the cancer for many months or years.
But if the effect starts to wear off, like it has for Don, it could be useful to add in chemotherapy - or another type of hormone therapy.
He knows it won't get rid of his cancer, but it might help him live longer and help control any pain he gets.
Don has armed himself with info in the years since his diagnosis, but he still has questions and concerns. If you want to ask anything or talk things through, we can help.
Ade (Cyril Nri)
"Thought it was an old man's disease."
The baby of the group - but maybe not as young as he sometimes claims.
Ade was diagnosed at 41 - when he still thought prostate cancer only affected old guys like Don. It's true that it mainly affects men over 50, and your risk increases with age, but men are diagnosed younger than this.
And like he says, Ade always had a higher risk than the other guys in the group: in the UK, African Caribbean men are three times more likely to develop prostate cancer than white men of the same age.
Ade has had his prostate removed and now he's on hormone therapy. A positive attitude goes a long way for Ade, getting him through his hot flushes, bladder problems and mood swings.
Watch our volunteer Ally talking about how he manages some of these same side effects in real life.
If Ade's story strikes a chord, we can help.
Alison (Tamsin Outhwaite)
"He was angry because people can be so bloody ignorant..."
Alison's grieving for her dad. He died from prostate cancer three weeks ago, aged just 65.
It's usually men only at the support group, but Alison's a guest of honour this time… and she's brought cake.
Alison wants people to know the facts about prostate cancer - she doesn't want men to be sorry, she wants men to take charge of their own health.
Find out more about risk factors, possible signs and symptoms, tests, diagnosis, treatments and how real-life men live with prostate cancer.
If you're close to someone with prostate cancer, you might find our new booklet When you're close to a man with prostate cancer - A guide for partners and family useful.
What do you get if you mix Bill Bailey, a truly frightening statistic, and a big old hammer? Prostate Cancer UK’s award-winning 2013 campaign, the Sledgehammer Fund, that’s what. Bringing together celebrities and our first ever television advert, the Sledgehammer Fund opened up the bleary post New Year eyes of the UK to the reality of prostate cancer in January 2013.
Launched as part of the Sledgehammer Fund, the Nutcracker Suite was an innovative digital fundraiser that aimed to crack 10,000 walnuts over a two week period – one for every £5 donation to the Sledgehammer Fund received by text or online in January 2013.
The Nutcracker suite was based in a shop front in central London. At the anvil, sledgehammer in hand, were hundreds of our supporters, from celebrities to corporate partners, staff and volunteers to Ambassadors and Trustees. We’re afraid to say that many walnuts were smashed in the making of this film.