Retailers of Toyo tyres will be selling a different kind of rubber next month - bright blue wristbands from the Blue September charity, which are designed to raise awareness and money for the fight against cancer in men.
The managing director of Toyo Tyre and Rubber Australia, Michael Rudd, said that the aim of the campaign is to reduce the risk of men dying from cancer by encouraging them to make better lifestyle choices and seeking help sooner rather than later.
"The tyre industry is very male-dominated, so it's a perfect way to make some inroads in a sphere that has a high concentration of old-school guys - the ones who don't talk about their health and disregard the pains and body changes that indicate real problems," he said.
For the second year in a row Toyo, through participating Tyreright and Tyrepower dealers, will be selling the blue wristbands.
With the help of the dealers, Toyo Tires hopes to raise $75,000 for Blue September.
Uniquely, the bands have a space on them for the purchaser to write the name of the person who inspired them to raise awareness for men's cancer.
Warrnambool Tyrepower dealership proprietor and prostate cancer survivor Peter McInerney was diagnosed with the disease in 2008 at the age of only 51, despite having no history of prostate cancer.
"I went from having a blood test at my GP's office to seeing an oncologist, then having radical surgery to remove my prostate - all within three weeks!" Mr McInerney said.
"We need to get the message across that it's no good to stick your head in the sand - you've got to know what's going on in your own body and you've got to talk about it without fear or embarrassment.
"A simple rubber wristband could be all it takes to make a real difference in someone's life," he said.
Blue September Ambassador Mark Holden wrote his father's name on his band.
The Australian musician and actor is personally linked to the cause; he lost his father and his best friend to prostate cancer, his sister to pancreatic cancer and he battled thyroid cancer in 2010.
Mr Holden agreed with Mr McInerney that too many men were unaware or suffering in silence.
"Dad never spoke to me about his illness - men of his generation were like that," he said.
"Far too many men die each year from cancer; so many could have changed their fate if they knew the signs and spoke up.
"Thanks to developments and research, we can treat and beat the disease, but there's still work to be done.
"The most important thing right now is to catch it early; it really does give you the best chance," he said.
Blue September wristbands can be purchased from participating Tyrepower and Tyreright dealers for $5 each, or by visiting www.blueseptember.org.au.
