Texting”4Cure” to 20222 is the easiest thing you can to show your support for Prostate Awareness Month, also known as “Blue September.” There is even a concert and raffle downtown on Friday, Sept. 30 to help familiarize you with the disease and give you a chance to have a great time all at once. For details on that one, visit http://www.91x.com/pages/landing?Blue-Sept-Silent-Auction-and-Raffle-this=1&blockID=550828&feedID=10304 What is “Blue September?” September is Prostate Cancer Awareness Month, also referred to as “Blue September.” First conceptualized in New Zealand in 2008, Blue September expanded to Australia in its second year. This year, thanks to some local efforts, the campaign has evolved into an international awareness and fundraising initiative. San Diego radio personality Steve West of 91X helped launch the campaign here in San Diego with a 40-hour, non-stop resurrection marathon over Labor Day weekend, raising money for preventative research to help find a cure for this highly-curable cancer. West was diagnosed with prostate cancer in July 2004 and — because of early detection — was able to beat it. Actually, West’s discovery of his prostate cancer happened quite accidentally. He went to his doctor because he was having extreme migraines. “Apparently, my head that is always up my ass knew there was a problem!” West joked. While there, his doctor mentioned that West had never had a prostate-specific antigen (PSA) test — a primary tool to used to identify possible prostate cancer. “Because of the test, I am here today,” West said One in six men will be diagnosed with prostate cancer in their lifetime. West’s goal during Blue September is to raise $20,000 to assist in research and to spread the message to men that they should request a PSA test from their doctor during annual examinations. “This particular cancer has a high survival rate, but early detection is key,” West said. More awareness and diligence among men would prevent those one-in-six candidates from losing their lives to prostate cancer.” What is a PSA test and how does it work? According to the National Cancer Institute (NCI): “Prostate-specific antigen (PSA) is a protein produced by cells of the prostate gland. The PSA test measures the level of PSA in the blood through a blood sample. It is normal for men to have a low level of PSA in their blood; however, prostate cancer or benign conditions can increase a man’s PSA level. As men age, both benign prostate conditions and prostate cancer become more common. The most frequent benign prostate conditions are prostatitis (inflammation of the prostate) and benign prostatic hyperplasia (BPH) (enlargement of the prostate). There is no evidence that prostatitis or BPH causes cancer, but it is possible for a man to have one or both of these conditions and to develop prostate cancer as well. A man’s PSA level alone does not give doctors enough information to distinguish between benign prostate conditions and cancer. However, the doctor will take the result of the PSA test into account when deciding whether to check further for signs of prostate cancer.” Partners in prevention Also joining the fight for prostate cancer awareness is an organization known as Pints for Prostates. Pints for Prostates is a grassroots campaign that uses the universal language of beer to reach men with an important health message. Founded by prostate cancer survivor Rick Lyke in 2008, the campaign raises awareness among men about the need for regular health screenings and PSA testing by making appearances at beer festivals and social networking events. This month you may have already seen Chad Little, (whose father is a prostate cancer survivor), at the Stone Brewery Anniversary Celebration, San Diego Festival of Beer sharing the message. What do the experts say? With all this attention to PSA testing, I asked Dr. Martin Haas of UCSD if it really makes a difference. “Currently P.S.A testing is the best way to determine if a patient is a candidate for a biopsy of the prostate. Studies between the United States and Great Britain have shown that, here in the U.S., the push for men to get a PSA test have greatly increased they survival rate if they are diagnosed with prostate cancer. While in Great Britain mortality rates are higher since there it is believed PSA testing is not really a good measure to determine prostate cancer…this is essentially correct as only a biopsy can conclude if a man has prostate cancer. Unfortunately, in Great Britain, a man might not be recommended for a biopsy until the cancer has spread and it is too late. If he had a PSA test administered sooner, the decision to do a biopsy and the subsequent detection of the cancer would likely have been sooner and thus increased his chance of survival. Even though prostate cancer is quite treatable, not much is known about its origin.” Haas and his team are currently working on a study that isolates the cancerous cells in hopes to discover when cells turn from healthy cells to cancerous and what the catalyst for that transformation is. Haas continued. “Even though prostate cancer is manageable disease, funding for research is limited. My goal is not that physicians have just have methods (which they do and are very effective for 80 percent of men diagnosed with prostate cancer in the United States) to treatthe ailment, but that one day soon will have a cure they can administer to patients who are diagnosed with prostate cancer. When that day happens hopefully our research could help other cancer researchers finally beat caner once and for all.” What can you do? We have a local radio personality, a grassroots campaign, a researcher and this article to help raise awareness. All positive and all good. Now the question is what can YOU do to help? First, if you are a man, you should start requesting PSA exams from your doctor annually from your 40th birthday onward. The second thing is you can get your cell phone out of your pocket and text “4CURE” to 20222 and a $10 donation will automatically be donated for prostate research. You can also visit www.91x.com and click on the Blue September link to learn more. The third thing is you can do is attend the Blue September concert finale on Friday, Sept. 30 at 4th and B downtown. For additional information of Blue September, please watch our interview with Steve West of 91X and Pints for Prostates at www.sdnews.com And to learn more about prostate research, you can watch the interview with Haas at www.sdnews.com To help raise funding for prostate research at UCSD, text “4CURE” to 20222 and a $10 donation will automatically be donated for Prostate Research. — Walter Ruskin is a member of the San Diego Community Newspaper Group’s “Ugly News Team.”