09 June 2015

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New Holland has teamed up with Prostate Cancer Foundation of Australia (PCFA) to assist in the important fight against prostate cancer. The partnership will see New Holland and PCFA working together to raise awareness of prostate cancer, primarily among rural areas, where men are 20% less likely to survive the disease than those residing in metropolitan areas.

Overall prostate cancer accounts for 30% of all non-skin cancer diagnoses in males each year with more than 20,000 men diagnosed, and sadly 3,300 losing their battle.

One of the major challenges is the lack of knowledge among both men and women about prostate cancer, with many current and potential sufferers having little understanding of this major health issue or awareness about the information and resources available.

"Prostate cancer is the second most common cause of male cancer deaths and the fourth most common cause of male deaths overall." said Associate Professor Anthony Lowe, Chief Executive Officer. "It’s fantastic to have the support of New Holland to help us not only raise awareness of this major male health issue but specifically drive it in the regional communities."

Together with PCFA New Holland hopes to educate and inform men from across Australia about the resources and support available. New Holland will be promoting the partnership with the PCFA logo to be featured on all New Holland tractors purchased throughout its dealer network. The partnership branding will also be featured on all marketing materials and at all major New Holland events across the country in the hope of reminding and encouraging men over 50 years of age, or 40 years if they have a family history of prostate cancer, to talk to their doctor about being tested as part of their annual health check.

New Holland Brand Leader, Mark Massingham hopes by supporting and promoting PCFA at a regional level, more men in rural Australia will look to gain advice or seek information from the various resources available. “The statistics are staggering and as a company that is regularly speaking to men in the identified age bracket we see this as a great opportunity to not only promote PCFA’s very relevant messaging but engage our dealers and customers to get behind this very worthwhile cause.”