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23 April 2015 10:01
Harry Derbidge is fronting the new campaign
Men take as much pride in their looks as their female counterparts these days, with a third spending just under an hour in front of the mirror.
But despite this desire to keep up appearances, the same number say they never bother to check for testicular cancer.
The Balls to Cancer campaign is urging men to dedicate a few minutes each month to perform self-checks for the disease, which is very often curable.
Just 21% of the men questioned by the charity say they perform the monthly self-check recommended by healthcare professionals, while 33% admit to never checking their testicles at all.
Yet 36% claim they dedicate 40-59 minutes of each day to their appearance, plus 28% have a daily grooming routine lasting between one and two hours.
Younger men threatened
Testicular cancer tends to affect younger men between the ages of 15 and 49. A painless lump or swelling in the testicles is the most common symptom, and it pays to catch the disease as soon as possible.
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High chance of survival
Harry Derbidge, of ITV's The Only Way Is Essex fame, is the face of the campaign.
He admits that he is guilty of spending a lot of time on his appearance - be it topping up his tan, plucking his eyebrows or cutting his hair - but he says it is also important to do the things that really matter.
A self-check each month can help men spot anything sinister before it develops into something more serious.
If testicular cancer is caught early, there is a 98% chance of survival.
Balls to Cancer co-founder Susan Bates says it only takes a few minutes to perform a self-check.
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