Making A New Mark On Prostate Cancer

It has been quite a week in the world of prostate cancer, and for me, personally, as a Chief Executive, in the arena of men’s health.

The eagle-eyed will have spotted that we have changed our name and identity. This was a very concious decision to reflect more fully, and with more impact and weight, our growing ambition to change the fortunes of men with prostate cancer once and for all. Reinventing ourselves as a more bold, direct and open organisation is a symbol of a change in stance and direction – and reflective of a new urgency to do more.

We will be putting in place more innovative services to support the quarter of a million men living with prostate cancer today. Our research strategy will focus on better diagnosis and individually tailored treatments, to find the answers for a disease where there are too many unknowns for the future. We will also be making prostate cancer the public issue it needs to be.

The new design reflects our need to present the organisation, and our plans, in a more forceful and confident way. We are raising our voice for men – and we need an identity which will strike a chord with those we need to reach. Our new design, a man composed of many men, ‘a man of men’, reflects the numbers of men affected by prostate cancer, as well as men coming together to speak up and find solutions. It builds on existing elements but creates something much stronger.

All changes in identity – indeed all change – provokes comment and response. We involved a broad group of people, particularly the men we are here to represent, in the creation of the new look. I have been buoyed by the number of people who have taken the time to let us know they are impressed by the transformation we have made. There are also those who are not so sure. I am just pleased debate is happening around this disease. That is what we need, and we will all have the different views needed to sustain it.

On a very different note – reflecting the ever shifting world of a CEO – I will be on the road for the rest of the week, taking on an epic 007-style race, The Thunderball Rally. I am pleased to be taking part alongside our partner Keyline Builders Merchants, and really proud that this is the first fundraising event for Prostate Cancer UK.

As a twist, the event, which will see us drive across the Swiss alps -without sat nav – to the top of the Bernese Oberland, will be Bond-themed. I will be looking suitably ‘shaken not stirred’ in a series of Bond-style black tie and jacket outfits. My rally companion, Mark Bishop, our Director of Fundraising, has gamely volunteered to dress as a Bond Girl for the duration. Not exactly the Vesper Lynd of my fantasies, but I am sure it will be an experience – and should raise £100,000 for us overall, which is a fantastic amount.

If you are tempted to sponsor us, please click on the link below. We would be very grateful.

http://uk.virginmoneygiving.com/team/thunderball

I will be updating my blog as we travel, so do check back tomorrow.

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