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In 1993, England football legend Bobby Moore died of bowel cancer, the disease that claims the lives of 44 people every day in the UK.
After his death, his widow Stephanie Moore MBE, set up the Bobby Moore Fund in partnership with Cancer Research UK.
The aims of the fund is to raise funds for world class research into bowel cancer and also raise awareness of the disease.
Since 1993, the Bobby Moore Fund has raised over £14 million, which has funded 37 research fellowships.
The new Make Bobby Proud campaign will encourage people to spread the word about the disease and raise funds.
It is especially aimed at the football community, as men are more likely to suffer from bowel cancer.
- Bowel cancer is the second most common cause of cancer death in the UK after lung cancer.
- Incidence of the disease has climbed from 45 cases per 100,000 men in 1975-77 to 58 cases in 2008-10, a rise of 29%, said the report.
- Over the same time period, rates for women have increased only slightly from 35 to 37 per 100,000.
- The biggest rise has been seen among people aged in their 60s and 70s, who now account for 23,000 new cases each year.
- However, bowel cancer survival is improving, with half of all patients living for at least 10 years after being diagnosed.
- The figures have been released to mark bowel cancer awareness month and the launch of a new campaign by the Bobby Moore Fund.
Bowel cancer is a general term for cancer that begins in the large bowel.
Depending on where the cancer starts, bowel cancer is sometimes called colon cancer or rectal cancer.
Symptoms of bowel cancer include blood in your stools (faeces), an unexplained change in your bowel habits, such as prolonged diarrhoea or constipation, and unexplained weight loss.
Cancer can sometimes start in the small bowel (small intestine), but small bowel cancer is much rarer than large bowel cancer.
Source: Cancer Research UK
Bowel cancer rates among men have soared by more than a quarter in the last 35 years, new figures have shown.
In contrast, women have experienced a rise of only 6%, according to the report from Cancer Research UK.
Increasing rates of bowel cancer may be linked to obesity and diets high in red and processed meat and low in fibre.
Another key factor is the increasing age of the population. But why there should be such a stark difference between men and women is still unknown.