This Bowel Cancer Awareness Month, we're excited to have partnered with two brilliant corporate partners: Brompton Bicycles and wellness brand Wype to pilot our qFIT testing programme, offering people aged between 45-49 with an opportunity to get tested for colon cancer. 

A qFIT (Quantitative Faecal Immunochemical Test) is a test for colon cancer that detects hidden blood in stool. It's a simple test that can be done at home: you collect a small amount of stool (following some simple instructions) and then post the sample to a laboratory for analysis.  40tude has partnered with Selph, a well-regarded provider of at-home health tests, to provide the qFIT tests.

Funds to support this pilot programme were raised by our Tom Smith Ginza Ridge team co-led by 40tude's Ambassador Gregor Townsend and Zoe Smith, who took on this 40tude challenge in Japan last Autumn in honour of Zoe's husband, the rugby legend Tom Smith.  Tom became an Ambassador for 40tude following his diagnosis with Stage 4 colon cancer and worked tirelessly to support 40tude before he sadly died, at the age of 50, in April 2022.

Colon cancer in the under 50s has increased by 22% in the UK since the 1990s, the highest percentage increase in Europe.  By 2030, it is expected that colon cancer will be the leading cause of cancer-related death in men and women under 50. (Source: American Cancer Society). 

Early detection saves lives: 90% of patients survive if it is found at Stage 1, but only 10% survive Stage 4.

The NHS Bowel Cancer Screening Programme is proven to reduce colon cancer incidence, however more than 30% of people do not take up testing when it is offered to them (from from the age of 50).  40tude aims to raise awareness of the importance of getting tested regularly for this disease, particularly from the age of 45.

We're delighted that Brompton and Wype helped to pilot this pioneering programme, by offering the opportunity to take a qFIT test to their employees and customers respectively. 

Wype's co-founder Giorgia Granata explains why the company chose to take part:

"At Wype, it is a daily priority to make uncomfortable topics approachable, especially when it comes to bottom health," 

"We know that FIT tests can be intimidating for some people, which might explain why only 60% of those eligible actually use the free NHS test. What's even more concerning is the rising rates of bowel cancer in people under 50.

"As a brand, we're uniquely positioned to speak openly about topics others find awkward, so partnering with 40tude was a natural fit. We can leverage our community to support their incredible work and help raise awareness about early detection."

Helping to raise vital awareness during April's Bowel Cancer Awareness Month, Giorgia joined Gordon Peterson, one of 40tude's founding trustees, as well as medical expert Dr. David Burling, Consultant Radiologist at St. Mark's Hospital, in conversation with Raphela Reeb, the host of the Stoma4Life programme on UK Health Radio. 

You can catch their brilliant conversation about how 40tude and Wype have teamed up to encourage more people to listen to their bowels, report any symptoms of colon cancer and get tested by clicking here