'Go big or go home', was the sentiment behind the origins of the new Male Cancer Awareness campaign, supported by Belstaff, shot by world famous filmmaker Sir Steve McQueen. Released in the form of a short film, viewers are forced to get up close and personal with four generations of black actors in the hopes of alleviating a leading cause behind male cancer death rates being exponentially higher than in women: embarrassment.
Screened for the first time last night at the Tate Modern, London, the film features Idris Elba OBE, Chiwetel Ejiofor CBE, Micheal Ward and Morgan Freeman. One-on-ones with each actor encourages communication and intergenerational conversations surrounding prostate cancer and early detection.
An opening speech by Professor Francis Chinegwundoh MBE detailed how male cancer rates are doubled if you're black. One in four black men will be diagnosed with prostate cancer, and one in 12 will die from the disease (Public Health England, 2015). McQueen's new film is directed towards all men and alleviating the stigma around getting tested - prostate cancer is often a silent killer, existing without symptoms such as frequent urination or a hardened prostate. The new campaign will, however, be used to encourage further research into why black men are at greater risk.