The FX Channel has teamed up with Breakthrough Breast Cancer to raise awareness of male breast cancer, in what is said to be a UK television first.
Compelled by a dramatic storyline in the new series of Nip Tuck the channel has donated premium advertising space to support the charity’s battle to tackle the limited awareness surrounding a disease that affects over 300 men in the UK every year.
The second part of Series Five of Nip Tuck premiers on the FX Channel on November 11th at 10pm.
Totaling eight episodes, it focuses on the character of Christian is diagnosed and dealing with breast cancer. In a sensitive depiction of the disease the drama follows the once hedonistic Doctor battle with a cancer, that he finds both emasculating and life threatening. Accidently discovering the disease, Christian’s journey mirrors that of thousands of sufferers around the globe.
FX Channel have given Breakthrough Breast Cancer the opportunity to highlight the first dramatic portrayal of breast cancer in men and utilise the opportunity to raise awareness of the potentially fatal disease. The full donated sponsorship will include over 1,440 seconds of prime-time advertising space, exclusive branding, digital execution and PR.
Cecilia Parker, general manager at the FX Channel, said, “‘In Season Five the character of Christian Troy, played by Julian McMahon suffers a battle with breast cancer.
Thousands of men worldwide suffering from this disease that’s largely associated with women. It’s our hope that sponsorship with Breakthrough Breast Cancer will help bring to light the risk of male breast cancer and get men, as well as women, checking for and thinking about the disease.”
Dr Sarah Cant, policy manager at Breakthrough Breast Cancer, added, “We are delighted to be working with the FX Channel on such a pioneering campaign particularly as Breakthrough, in partnership with the Institute of Cancer Research, launched the largest study into breast cancer in men. Male breast cancer is a relatively rare disease so the chance to bring it to the public’s attention on prime-time TV is a once in a life time opportunity.”