Why does our latest TV advert say Black men’s risk is “double”?

One of the most exciting parts of this nationwide effort are two TV adverts, featuring men being visited by things from the future that they really don’t want to miss. In one, Ralph is visited by his 60th birthday gift, a state-of-the-art BBQ, and in the other Abe is visited by Layla, the grandchild he doesn’t have ... yet. Both men are reminded of all the amazing things they get to do in a world where they find prostate cancer earlier and told to take 30 seconds to check their risk with our online risk checker. 

But you also may have seen in our advert featuring Abe and Layla, they talk about how as a Black man, Abe’s risk of prostate cancer is “double”. You will have often heard us talk about how “1 in 4 Black men get prostate cancer”, and how this differs to when we talk about other men and say 1 in 8 men will get it.  

To help explain what we mean, why we are talking about Black men’s risk, and what we are doing to support Black men, we have included a few questions and answers below:  

Why are Black men more at risk of prostate cancer?

The short answer is, we don’t know. Yet. But we are working with some of the UK’s top researchers to find out. In partnership with Movember, Prostate Cancer UK is funding the PROFILE study to help find out why Black men are at higher risk of prostate cancer than other ethnic groups. At the end of the study, the researchers hope to understand why certain men are more likely to get prostate cancer, and whether one day they could create tests to help spot these men earlier, based on their genes. By working towards catching prostate cancer sooner in high-risk men, we can increase the chances of curing their prostate cancer and saving lives.  

For now, what we do know is that it is highly unlikely that increased risk for Black men is linked with any kind lifestyle factors. 

What do you mean when you say “1 in 4 Black men will get prostate cancer” or say Black men’s risk is “double”?

We have reached this figure based on rigorous research of patient data. The lifetime risk estimates based on patient datasets in England showed that Black* men are at twice the risk of being diagnosed with prostate cancer when compared to white men.  1 in 4 (29.3%) Black men will be diagnosed with prostate cancer in their lifetime, compared to 1 in 8 (13.3%) white men [1].  

Black men are also at twice the risk of dying from prostate cancer when compared to white men.  1 in 12 (8.7%) Black men will die of prostate cancer, compared to 1 in 24 (4.2%) white men. However, it is important to note that the risk of death is proportionate to their risk of diagnosis – which means that a Black man diagnosed with prostate cancer is not more likely to die from the disease than a white man diagnosed with prostate cancer [1].  

What are you doing to help?

In addition to the research discussed above, we’re working to reach more Black men across the UK, to speak to them about their risk, help them with choices to take, and supporting them in their prostate cancer journey.  

Our latest campaign is just one example of where we are creating space to raise awareness of Black men’s increased risk. Whether that is featuring a Black man and grandchild in one of our TV adverts, or telling the stories of Black men affected by prostate cancer in newspapers across the country for Men’s Health Week this year (coming up on 10-16th June), we work to make sure Black men are represented, made aware of their increased risk, and given clear and accurate information to make informed choices.  

The campaign is designed to reach all men at risk, from all walks of life, and make sure we leave no man behind. To do that, we have a range of activity featuring a variety of men, from TV and radio adverts featuring the famous voices of Ralph Inerson and Hugh Dennis, to telling real-life stories like that of one of our volunteers Alfred Fagan from Birmingham. We’re also making an effort to reach men in the areas most affected by late diagnosis, so that's men in Scotland, the Midlands, the Northwest, Wales and the Southwest, with radio adverts running across the regions and proud supporters helping us grab local headlines for Men’s Health Week and Father’s Day.

What should Black men do if they are worried about prostate cancer?

If you’re Black and you’re worried about prostate cancer, have a chat with your GP.  

Because Black men have double the risk of prostate cancer and develop it younger, we strongly recommend they talk to their GP about a regular PSA blood test from the age of 45. But if you’re Black and you’re worried, speak to your GP whenever you like.  

Black men with a known family history of prostate, breast or ovarian cancer have the highest risk and should seriously consider PSA blood testing at an earlier age. You can find out more about what to do as a Black man at risk and where we can help here. 

*This statistic was worked out using combined information about men recorded in NHS records as ‘Black African’, ‘Black Caribbean’ and ‘Black other’.  

[1] Lloyd T, Hounsome L, Mehay A, Mee S, Verne J, Cooper A. Lifetime risk of being diagnosed with, or dying from, prostate cancer by major ethnic group in England 2008–2010. BMC medicine. 2015 Dec;13(1):1-0. 

[1] Lloyd T, Hounsome L, Mehay A, Mee S, Verne J, Cooper A. Lifetime risk of being diagnosed with, or dying from, prostate cancer by major ethnic group in England 2008–2010. BMC medicine. 2015 Dec;13(1):1-0.