In an era of celebrity overload, characterised by continual celebrity self- promotion through every media outlet imaginable,
are we measurably influenced when they use their status to raise awareness about an issue like prostate cancer? Well, when prostate cancer affects them directly, evidence shows that celebrities can not only raise awareness about it but they can also impact the behaviour of those at risk.
Five years ago this was described as the “Turnbull-Fry effect” after the celebrities Stephen Fry and Bill Turnbull, who both were diagnosed with prostate cancer and spoke publicly about it.
Stephen Fry, together with his urological surgeon Ben Challacombe, published an interview about the doctor-patient relationship in a medical journal which made headlines and widened awareness about prostate cancer.
The influential medical publication BJUI recognised the power of this and awarded the article the BJUI Social Media award in 2019, citing how the story “garnered worldwide attention due to the profile of Stephen Fry and his 12.7m Twitter followers.”
The same year Bill Turnbill a popular UK broadcaster, revealed his diagnosis and described his struggles with treatment, encouraging men to get tested for prostate cancer.
The combined impact on men coming forward for PSA testing was measurable. The National Cancer Registration & Analysis Service investigated how the Fry Turnbull effect played out, and concluded:
- Our findings show a marked increase in the number of prostate cancers diagnosed from the time of Fry’s and Turnbull’s announcements of their own diagnoses.
- Celebrities publicising their cancer diagnoses may prove invaluable in influencing their peers (in this instance, similar age groups) to investigate whether they themselves could also be at risk.
- Further research could investigate which other factors could have an effect on help-seeking behaviour.
Since then, in the wake of the Covid pandemic and a backlog in cancer referrals, the number of diagnoses have slowed, and more worryingly of those diagnoses a greater number are at a more advanced stage.
Most tragically, Bill Turnbull passed away from prostate cancer last year.
So given where we are now, can celebrity-led messaging and campaigns help to drive more men to their GPs and help to stem the growth in late-stage diagnoses?
Adding to the changes that have emerged in the last five years since the Turnbull-Fry effect played out is the surge in volume of stories and information in the media, challenging anyone trying to cut through effectively and influence behaviour. But in the last six months, we have seen several celebrity-led stories about prostate cancer that seem to resonate.
These have focused on a particular message about prostate cancer, specifically sexual function, mental health and screening hesitancy amongst black men. Often regarded as “taboos”, these aspects of prostate cancer risk and treatment haven’t, until recently, been discussed so openly.
Former Scottish rugby international Kenny Logan went public about his prostate cancer treatment in September last year. Over the ensuing months he was joined by his wife, also a celebrity, who joined in the campaign via her podcast which addresses physical and mental health issues affecting middle-aged people, which led to a number of media appearances as a couple discussing how Kenny’s prostate cancer treatment impacted he and his wife’s sex life.
By early this year, Kenny Logan began to speak regularly and openly about the sexual impact of prostate cancer treatment, appearing in major news outlets like the Telegraph and Daily Mail. He said that he hoped his experience with prostate cancer will lead to more open discussions in the community, noting “men are particularly 'notorious' for suffering in silence and not scheduling regular check-ups with doctors.”
Early this year former royal butler and reality TV star
Paul Burrell went public about his prostate cancer diagnosis and treatment, emphasising the emotional toll that his treatment was taking on him:
'I’m tired, I’m on hormone therapy, it’s robbing me of my testosterone so my beard isn’t growing as it should, I’m tired, and I’m getting hot flushes”
He went on to catalogue his experience with hormone therapy leading up to his surgery last month through a popular TV programme. "This isn’t about me”, he commented. “It’s about the big picture. It’s about the way forward. I get so emotional because of the hormone therapy, which will continue after the operation.”
He told viewers "So, I’m going to be in a mess for a very long time. But you have to trade off certain things."
Award-winning film director Steve McQueen produced a video last year about the higher risk that black men face in developing prostate cancer.
Entitled “Embarrassed”, the video features four high-profile black actors, Morgan Freeman, Idris Elba, Micheal Ward and Chiwetel Ejiofor, who challenge the idea that discussing the illness with family and friends is something to be ashamed of. “Don’t let embarrassment stop you from having this important conversation,” Freeman says in the film. “You may save someone’s life,” adds Ejiofor.
Bafta award-winning actor Chiwetel Ejiofor adds that he believes the film has encouraged positive conversation. “I've had a lot of messages from people saying, it reminded me I've got to get myself checked out," he says. "And even though that the campaign is targeted at Black men, it opens up the conversation, and everybody wants to make sure that they're okay and get checked out.”
“This is not about weakness," adds McQueen. "This is about strength. This is about taking control of a situation and being healthy.”
All of these celebrities have focused on issues about living with prostate cancer which seem to resonate, if not directly with men, with their families. We hear this from many of our patients, who tell us they have been influenced or even inspired by a celebrity going public on a very personal aspect of diagnosis and treatment.
Have you been influenced by a celebrity’s messaging or campaigning about prostate cancer? We’d love to hear from you.
