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.
One large glass of wine a day could contain enough of a tumour-fighting compound to prevent bowel cancer, research suggests.
The plant chemical, resveratrol, is found in the skins of grapes and concentrated in red wine.
Scientists have long known that resveratrol has anti-cancer properties, as well as effects that might benefit diabetes and heart disease patients.
But a question mark remains over what dose of the compound it is best to take.
The new research suggests that for fighting bowel cancer it is very small - around five milligrams per day.
That is about the amount of resveratrol typically found in one large glass of red wine, or two small glasses.
High levels of iron may be one reason why eating red meat raises the risk of bowel cancer, a study has shown.
Iron may interact with a faulty gene in the gut to trigger cancer, scientists at Cancer Research UK said.
Red meat contains large amounts of iron and is also known to increase the likelihood of bowel cancer.
In studies of mice, researchers found that susceptibility to bowel cancer was strongly influenced both by iron and a gene called APC.
When the APC gene was faulty, mice with a high iron intake were two to three times more likely to develop the disease.
The discovery could lead to new cancer treatments that target iron in the bowel.
Experts say more research is needed into the side effects of aspirin before it is officially recommended for treating cancer.
A Dutch study published today in the British Journal of Cancer suggests the drug can help bowel cancer patients.
"This latest study adds to the growing evidence about the benefits of aspirin," said Sarah Lyness of Cancer Research UK.
"But we are not yet at the point where we would recommend people start taking aspirin to reduce their chances of developing cancer.
"There are still questions we need to answer about the side effects. Aspirin can increase the chances of complications before surgery.
"Anyone thinking of taking aspirin to cut their risk of cancer should talk to their GP first."
Patients too old or too unwell to have chemotherapy could benefit from taking aspirin to treat bowel cancer, according to researchers at the Leiden University Medical Centre in the Netherlands.
The team is planning a randomised controlled trial later this year targeting the over-70s population.
Researchers from the Netherlands have found that taking a daily dose of aspirin for any length of time after being diagnosed with bowel cancer will reduce the risk of dying from the disease by 23%.
Taking a daily dose of the pain killer for at least nine months after being diagnosed cuts the likelihood of dying from the disease by 30%.