Every 45 minutes in the UK a man dies from prostate cancer, and many cases could have been effectively treated if they’d avoided this simple misconception.

“We need your arm, not your arse” say docs in the plea for men to come forward and get routinely tested.

Men seem to think the test involves having a finger shoved up their backside, but that couldn’t be further from the truth. Quite often your prostate is checked using a simple blood test taken from your arm. It seems you don’t know your arse from your elbow lads. If you did, it could mean the difference between life and death.  

Prost8 UK, the prostate cancer awareness charity, wants to make as many men aware as possible. So, for Prostate Cancer Awareness Month, they ran an OOH campaign across London encouraging men to see prostate tests differently.

The work is now being taken nationwide with over 200 digital screens across the country. The more men that know this message, the more will receive early treatment and survive,” says JCDecaux, the provider of the screens. 

Among the celebrity elbows cheekily featured in the campaign are those belonging to Ben Ofoedu of Phats and Small fame, and Mohammed Kamel, known for his role as Ali Al-Fayed in the Netflix series The Crown. Ben's passion for raising awareness about prostate cancer among black men who are most at risk, coupled with Mo’s experience of cancer in his family, has resonated deeply with audiences. The elbow of Nick Payne of Leigh on Sea in Essex also appears to mark his dedication to Prost8 by bravely undergoing a rectal prostate check-up live on the Jeremy Vine Show to help dispel the myths surrounding getting checked.

Prost8 is a prominent charity dedicated to prostate cancer awareness and cutting-edge treatment. It works to ensure men are diagnosed earlier and helps guide them through NHS treatment options, including some lesser-known but highly effective options that preserve pre-cancer lifestyle function.

“Getting men to take note of the importance of an early diagnosis is the hardest part of our work. Having the support of JC Decaux and their enormous ‘on the street’ presence, allied to our celebrity partners, boosts our ability to educate and empower men about prostate cancer." acclaimed Paul Sayer, Founder of Prost8 UK and prostate cancer survivor.

"There are over 200 sites across the country so I am urging every man out there to stand in front of one, emulate the image on the poster, share it on social media @Loadedworld @prost8_uk and then donate to the cause. It may save a life!"