Going big for men's health on Father's Day

Father's Day is a big day in our calendar. It's a day to celebrate Dads and show them they're loved. And for Dads, it's a day to think of their own fathers, of time spent with their kids and to look forward to more good times to come.

202406 Piccadilly Lights Father'S Day 2024 Rosie Lonsdale 13 (2)

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We chose to go big for Father's Day this year – with a 10-minute takeover on the largest advertising display screen in Europe, the iconic Piccadilly Lights.

We used it to celebrate Dads and get the message out about knowing your risk of prostate cancer. With 1 in 8 men getting prostate cancer, the risk checker will be saving lives. We're hoping it will have saved lives this Father's Day too.

CHECK YOUR RISK

202406 Piccadilly Lights Father'S Day 2024 Rosie Lonsdale 9 RESIZE

It's about time every man knows their risk of prostate cancer

Our film carried the message that if you want to have more time doing the things you love with the people you love, get to know your risk of prostate cancer. If you want to have more BBQs in the back garden, more moments to share, more messing about, more hugs, more dodgy dad dancing, then take our risk checker.

Over 2 million men have already taken our risk checker. And about three quarters of those who did have found themselves to be at higher risk. Father's Day was a huge opportunity to get even more men checking their risk - and an incredible gift from Landsec, the owners of the Piccadilly Lights billboard at Piccadilly Circus.

Now we're hoping those who already know their risk will share this with men who don't.

So Happy Father's Day. And here's to many more Father's Days with our Dads.