Stand By Your Man is Fr s Day

Stand By Your Man this Father's Day

ITV will be raising awareness of prostate cancer with a Stand By Your Man campaign, developed in conjunction with Prostate Cancer UK, in the run up to Father's Day.

At least one man dies every hour from prostate cancer in the UK, and at a time when men, in particular fathers, are at the forefronts of many of our minds, ITV will be asking viewers, male and female, to pledge their support, to increase awareness around the disease.

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.

On Father's Day a special film, produced by Coast for Prostate Cancer UK, will air on ITV4 at 11.15pm featuring a stellar cast including Charles Dance, John Simm, Neil Stuke, Stuart Laing, Cyril Nri, and Tamzin Outhwaite who are all supporters of Prostate Cancer UK.

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 general.

Owen Sharp, Prostate Cancer UK's CEO said, 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. Involving the nation through ITV's Stand By Your Man campaign could help potentially save many lives because prostate cancer can be successfully treated if detected early enough."

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 11.15-11.40pm on Sunday 16th June

www.itv.com/standbyyourman

Information on ITV's coverage and campaign across the week

www.prostatecanceruk.org/standbyyourman

Information on Prostate Cancer, the pledge and information on the helpline available for support

responsibility.itvplc.com

Information on ITV's Corporate Responsibility agenda. Why the Company hopes to inspire, engage and empower

LINK:	http://www.itv.com/presscentre/press-releases/stand-your-man-father%E2...
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