Piers Morgan hopes to raise awareness of prostate cancer checks in cheeky campaign
Piers Morgan wants people to realise "not all pricks are unbearable" with his new campaign encouraging prostate cancer checks.
Piers Morgan wants people to realise "not all pricks are unbearable".
The former Good Morning Britain presenter stars in a new tongue-in-cheek advertising campaign for Paddy Power in order to promote prostate cancer awareness, and in the clip he can be seen strutting through London, behaving obnoxiously with actions including insulting a passer-by, spitting out a vegan sausage roll and correcting the grammar of a GP's receptionist he tries to sell a book to.
Piers then goes to the doctor and is shocked to find his prostate check is over before he's even finished speaking.
He said in a statement: “Prostate cancer is the most common cancer in men in the UK, and around 10,000 men die every year from the cancer because of a late diagnosis.
“I hope that by seeing this ad, men up and down the country will realise that not all pricks are unbearable and book themselves an appointment with their GP for a painless, 30 second blood test before it’s too late.”
The campaign is the latest part of Paddy Power’s Even Bigger 180 campaign - an ongoing partnership with Prostate Cancer UK, where this year they are calling on 180,000 men to use the charity's risk checker to get checked for the condition because one in eight men will contract prostate cancer but it is often without symptoms in the early stages.
Laura Kerby, Chief Executive of Prostate Cancer UK said: "Men do not need "a finger" to check for prostate cancer. A huge thanks to Piers for helping us to get this message out to men and highlighting that a quick and simple blood test is the best first step to check for signs of the most common cancer in men.
“We know worry about the rectal exam is one of the biggest barriers stopping men from talking to their GP about getting tested, despite the latest evidence showing it's a poor test that we do not need any more to check for prostate cancer.
“That worry is stopping far too many men finding prostate cancer at an earlier, more treatable stage. Prostate cancer is completely curable if found early, so our message to men is take 30 seconds to check your risk online today with our risk checker. Then if you are at higher risk, you can speak to your doctor about the PSA blood test and if it's right for you."
Paddy Power himself added: “The Paddy Power World Darts Championship gives us a brilliant platform to encourage as many men as possible to check their risk of prostate cancer as well as raise vital funds to support the work Prostate Cancer UK is doing.
“So many men are too embarrassed to go see their doctor because of what they think the exam entails, so we wanted to put a pin in this myth, and Piers fronting that was the perfect man for the job. We really hope the film will make a difference and encourage more men to get checked.”
The Even Bigger 180 campaign runs during the Paddy Power World Darts Championship and will also see the firm donate £1,000 for every 180 hit at this year’s tournament to Prostate Cancer UK.
There is also a nine-dart bonus for every perfect leg at the tournament, with £180,000 split evenly between the player who achieves it, Prostate Cancer UK and one fan - chosen at random - who is at Alexandra Palace during the session the nine-darter is hit.
