British GPs are being asked to display pictures of a rugby star to encourage men to make appointments.
Rugby player Matt Dawson is backing the Beating Bowel Cancer campaign, which aims to encourage men aged between 30 and 60 to take action on symptoms.
Details of the campaign have been sent by email to GPs, along with a guide to bowel cancer symptoms.
Mr Dawson said: "Being prepared to talk about abnormal bowel habits with your GP could literally save your life.
"Bowel cancer is the second biggest cancer killer in the UK but it’s completely curable if caught early enough. However, too many men are simply too embarrassed or frightened to speak to their doctor about bowel problems."
Further backing came from Professor Steve Field, chairman of the Royal College of GPs.
He said: "GPs across the country will want to support Beating Bowel Cancer’s Tackle it campaign.
"The more people are made aware of the symptoms, they can be referred promptly for treatment, leading to an early diagnosis and cure. We encourage anyone who is concerned to visit their GP as soon as possible. This could really make a difference."
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