Comedian Bill Bailey behind Prostate Cancer UK charity's Sledgehammer Fund campaign
Comedian Bill Bailey is helping to launch a new campaign to tackle prostate cancer.
The former King Edward's School pupil is appearing in adverts for the Prostate Cancer UK charity's Sledgehammer Fund campaign.
It will highlight statistics such as the fact that more than 350 men in the Avon, Somerset and Wiltshire area die every year from the condition.
In the past year, nearly 1,400 men were diagnosed with the condition in the area.
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It is the most common cancer affecting men, and some experts predict it will become the most common cancer across the sexes by 2030.
But it lies 20th in a table of annual cancer research spend per case diagnosed.
Figures from the charity show that breast cancer – the most common female cancer which has a similar death rate as prostate cancer – received more than double the annual research spend.
The Sledgehammer Fund will operate until the end of March, and aims to generate cash to help Prostate Cancer UK find answers by funding research, providing information and raising the profile of the disease.
Bailey, 47, is appearing in a series of television, digital and print adverts.
He said: "Blokes are not always good at taking care of themselves and, even if they know they have a health problem, they often don't want to talk about it – or they just hope it will go away.
"I want The Sledgehammer Fund to help change that. I hope the advert that I've made for Prostate Cancer UK will get men talking about prostate cancer and their prostates. The charity wants to raise more money for research because there's a need for better treatments and better ways of diagnosing prostate cancer – so the deadlier tumours are caught, before it's too late.
"To quote myself from the ad, do yourself a favour, do your dad a favour, do your son a favour, do mankind a favour … and get giving."
People are being urged to donate £5 to the fund by texting CRACK to 70004, visiting prostatecanceruk.org or calling 0800 082 1199.