The number of men with prostate cancer in the UK is rising every year, and it is predicted to become the most common cancer of all in the UK by 2030. Currently 10,000 men every year die of the disease, according to Prostate Cancer UK: more than one every hour.
Despite this prostate cancer receives "a fraction" of the research money that breast cancer receives.
The charity has launched a new campaign, the Sledgehammer Fund, which aims to generate cash to support its work to increase research spending into the disease, as well as improve the support men receive.
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Senior NHS emergency medical consultant admits there is "absolutely a winter crisis."