DP World is partnering with Friends of Cancer Patients to raise awareness of male cancer at the prestigious DP World Tour Championship in Dubai.


Raising awareness of male cancers

Our challenge

We have a mission to contribute to issues of social importance – and male cancers often receive too little attention. Testicular cancer is the number one cancer in young men aged 15 to 37; worldwide, there are nearly 50,000 new patients diagnosed each year, and almost 9,000 fatalities. More than 1.1 million cases of prostate cancer were recorded in 2012, with around six cases in 10 diagnosed in men aged 65 or older. Both can be successfully treated if diagnosed early. Unfortunately, there’s still something of a stigma surrounding the disease, so we want to do what we can to encourage men to get educated and detect the early warning signs.

 

Our solution

 We’ve teamed up with UAE-based charity Friends of Cancer Patients to support their male cancer initiative ‘Shanab’ (‘moustache’ in Arabic). For the last two years, we’ve had an eye-catching presence for over four days at the DP World Tour Championship at Jumeirah Golf Estates. As the finale of the European Tour’s Race to Dubai, the tournament attracts many of the world’s top golfers, thousands of spectators and millions of TV viewers.

From handing out drinks straws with moustaches to special packs of golf balls, we’ve used humorous, approachable ways to raise awareness and pass on information on how to do a testicular check.

Four doctors were also on hand to answer any questions about the disease, and to conduct a before/after survey to measure the effectiveness of the initiative.

 

Our results

The event was a great example of how several partners – DP World, Friends of Cancer Patients, Jumeirah Golf Estates and the European Tour – can come together to tackle an important issue.

In 2015, hundreds of visitors came to our stand to speak to the doctors, and the surveys we carried out showed the initiative prompted a big leap in awareness of key facts about both kinds of cancer.