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Seeing prostate cancer in a new light

In the UK, 1 in 8 men will get prostate cancer at some point in their lives and in April the Prime Minister announced £75m of new funding to tackle the disease.

The latest breakthrough has come from the University of Dundee, another year-round client who Four Culture works with to communicate strategic priorities of sustainability, innovative design, and social, cultural and physical wellbeing.

Professor Ghulam Nabi and his team in the School of Medicine have identified a new method offering more successful diagnosis and management of prostate cancer. Their new ulstrasound imaging technique has been shown to offer greater accuracy and reliability in diagnosis in initial trials – which they describe as ‘like having the lights switched on’. Of most interest for men, it is able to identify the difference between cancerous and benign tissue without the need for invasive surgery.

The breakthrough has been welcomed by Stephen Fry, former Rector of the University who recently announced that he had undergone surgery for prostate cancer. We also worked with research funders Prostate Cancer UK and the Movember Foundation to provide comment for the story. We offered the news as an exclusive to The Observer, followed by further coverage in The Times, Daily Mail, Mirror and BBC Online.

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