Pubs across Norfolk, Suffolk, and Cambridgeshire are selling three new beers in the hope of stopping young men dying needlessly of cancer, and highlighting the importance of early diagnosis from self-checking.
Sarah Day, licensee of The Chequers, with Moon Gazer Ales’ David Holliday and the three fundraising beers
The beers have been brewed by North Norfolk’ brewery’s Moon Gazer Ales in support of Norfolk-based male cancer charity It’s On The Ball, which is celebrating its 10th anniversary this year.
The campaign is supported by more than 80 pubs during January. As well as serving the beer, they are all displaying key information and advice on why and how men should check themselves.
“The campaign is a great way to engage young men in what is a tricky and embarrassing subject, and we find that in the relaxed environment of the pub they are more likely to chat about the topic,” said brewery owner and charity trustee David Holliday.
“If we can get men checking, we know that will save many lives, as early diagnosis is key to successful treatment. So few young men realise this is one of the biggest killers of young men each year.
“Although a relatively simple cancer to treat and cure, it is also one of the fastest spreading cancers, and so spotting it early is vital. That’s why the campaign emphasises the need for regular self-checking.”
The beers names all emphasise the need for self-checking. Get Checking is a light amber pale ale, Keep Checking is a light citrus pale ale, and Time To Check is a modern dark ale.
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It’s On The Ball is a small charity and many of those who are actively involved with it are survivors of this cancer. They are able to not only support and empathise with those newly diagnosed or undergoing treatment, but, more importantly, spread the word that early diagnosis, by self-checking monthly, is key.
“The campaign really does help raise awareness as we get young men asking about the beer and the campaign,” said Sarah Sarah Day, who runs The Chequers, in Binham, North Norfolk. “So simply sowing the seed in their mind about the cancer is key. They often then want to find out more from the leaflets or from the charity.
“At the Chequers we will be hosting a quiz night, and also on 31st January a fun night of Beer, Brains and Balti, where customers can enjoy the beer, a curry and take part in some fun Taskmaster challenges. Making the event fun does help to reinforce the message.
“This cancer is particularly prevalent in younger men, aged 18 to 30, who can be a hard group to connect with as many do not consider cancer can affect them, and so often ignore symptoms.”
David added: “Both the charity and ourselves are incredibly grateful for the support and helping us spread the message, which quite literally saves lives.”
