West Ham United have thrown their support behind Be Clear On Cancer's symptom awareness campaign.
In 2012, 1,796 people in London were diagnosed with bladder or kidney cancer. More than nine in ten people in England survive bladder or kidney cancer for at least a year if diagnosed at the earliest stage, but this drops to just one in three if diagnosed at a late stage. This is why the Hammers are supporting Public Health England's campaign and are encouraging fans to visit their GP straight away if they spot a key symptom of bladder or kidney cancer - blood in pee.
The earlier these cancers are diagnosed, the higher the chance of survival, so being aware of the symptoms is crucial. West Ham forwards Carlton Cole and Mauro Zarate have stepped in to urge Hammers fans to be aware of the symptoms.
To further support the campaign, 'thermochromic posters' have been installed in the Boleyn Ground urinals ahead of this afternoon's visit of Aston Villa. When used, the heat reactive posters reveal the Be Clear on Cancer campaign message: 'If you notice blood in your pee, even if it's 'just the once' tell your doctor'.
"As footballers we play week in, week out and our fans are always there, so it's important we support them too," Cole explained. "That's why here at West Ham, we are proud to back the Be Clear on Cancer, Blood in Pee campaign and make our fans and the general public more aware of the signs of bladder and kidney cancer."
Fellow Barclays Premier League clubs Liverpool, Southampton and West Bromwich Albion are supporting the campaign in similar ways to help keep the message at the forefront of people's minds. And professor Kevin Fenton, National Director of Health and Wellbeing at Public Health England, is thankful for the backing.
"We are delighted to receive such high-profile support from these Premier League clubs. We are confident that together, we can increase awareness of the symptoms of these cancers and encourage those with symptoms to visit their doctor without delay."
For further information about the signs and symptoms of bladder and kidney cancer, please visit nhs.uk/bloodinpee