Hollywood hardman Ray Winstone leads a glittering cast that
includes Charles Dance, John Simm, Neil Stuke, Stuart Laing, Cyril
Nri, and Tamzin Outhwaite in a mini film made for Prostate Cancer
The stars, all supporters of Prostate Cancer UK and with a
personal interest or connection with the disease, have taken time
from their schedules to star in this compelling mini-drama with a
twist, which pulls a dramatic punch about the disease.
Prostate Cancer UK's 18-minute film, entitled Father's Day, will
air as part of ITV's week long corporate responsibility campaign,
Stand By Your Man. ITV's campaign was developed in conjunction with
Prostate Cancer UK and aims to raise awareness of the disease in
the run up to Father's Day.
Charles Dance said: "I wanted to do the film because it's a very
good cause. I know two or three people, probably more, who have had
prostate cancer. We chaps have to know that as we get older the
prostate can become a problem. It's a funny little gland and for
most of us nothing much will happen, but men need to be aware of
the risks. I did recognise the reluctance of the men in the film to
talk about such issues. While men tend to make more of a drama than
women over everyday illness, they tend not to open up as much about
more difficult matters."
John Simm added: "It's a shocking statistic that one man dies
every hour from prostate cancer in the UK. I hope the film will
raise awareness so that men won't treat prostate cancer as such a
taboo subject between themselves, and that it will help them to be
aware of, and not ignore, the symptoms."
The film will air on ITV4 at 11.15pm on Father's Day, rounding
off ITV's week long Stand By Your Man campaign. At a time
when men, in particular fathers, are at the forefronts of many of
our minds, ITV will be asking viewers to pledge their support
during the week, to increase awareness around the disease in the
run up to Father's Day.
Men aren't always as forthcoming as women when it comes to
talking about health issues, and with this campaign ITV hopes to
start a conversation about prostate cancer which could potentially
help save lives.
Women have proved to be a major force in the fight against
diseases such as breast cancer, and in this week, ITV will be
asking them to join the Stand By Your Man campaign by pledging to
talk to the men in their lives - fathers, husbands, partners, sons,
boyfriends - about the potential symptoms of prostate cancer and
who is most at risk.
The campaign will run from 11th June, and throughout this week,
ITV daytime shows such as This Morning will support the campaign,
featuring case studies, personal stories, or famous faces whose
lives or loved ones have been touched by disease.
ITV Newsrooms across the country will also be raising awareness,
with local news stories and interviews.
The on-air campaign will be supported by a social media
campaign, using a mixture of ITV's much loved programme brands and
celebrity support to encourage conversations on #Standbyyourman.
In particular both genders will be encouraged to lend their
voice in helping raising awareness by joining Prostate Cancer UK's
pledge hosted on their website.
Prostate Cancer UK has created a dedicated webpage that will
house a range of information on the campaign, including its new
Guide for Partners & Family. ITV programme webpages for
shows such as This Morning will drive viewers to this page,
encouraging them to raise awareness by joining a pledge to get the
men in their lives talking about this disease, and their health in
"Everyone with a father, husband, partner, brother, son or best
mate has a vested interest in this cause. The breast cancer
movement is an inspiration to us. We need the same sense of
momentum, inspiration and galvanising spirit to fight prostate
cancer and help more men to survive the disease and enjoy higher
quality of life. ITV's huge nationwide influence means the
'Stand By Your Man' campaign is a fantastic opportunity to reach
thousands of men and could save many lives because prostate cancer
can often be successfully treated if detected early enough," said
Owen Sharp, Prostate Cancer UK's CEO.
Sara Hanson, Head of Corporate Responsibility at ITV said, "With
our From The Heart campaign in February, ITV used the memorable
date of Valentine's Day to highlight the issues around organ
donation across a range of programmes. With our Stand By Your Man
campaign, developed in conjunction with Prostate Cancer UK, we hope
that in the run up to Father's Day, we can do the same, and
encourage our viewers to be more aware of the symptoms and issues
around a disease that will affect 1 in 8 men during their
lifetimes. This is part of our Corporate Responsibility
agenda, to run campaigns that use the collective reach of our
regional and national programmes to make a difference."
Notes to Editors
Father's Day airs on ITV4 at 11.15pm on Sunday 16 June.
Information on ITV's coverage and campaign across
Information on Prostate Cancer, the
pledge and information on the helpline available for