Leading cancer charity Macmillan Cancer Support has announced a three-month partnership with much-loved soap Emmerdale as part of its Fair Cancer Care campaign. Running from April to June across multiple episodes, the storyline will follow well‑known character Cain Dingle as he navigates his prostate cancer diagnosis.
With the number of people living with cancer in the UK currently at almost 3.5 millioni, the highest figure ever reported, the partnership aims to shine a light on the realities many people face after a diagnosis. Cancer is often the biggest challenge someone will ever experience, and for some it is made even harder by factors such as where they live, what they earn, who they are or how they communicate. The storyline will reflect these barriers and show how Macmillan is there for everyone with cancer and the support available every step of the way.
Among the millions living with cancer in the UK are Errol and Denys, who have both been supported by Macmillan during their prostate cancer experiences and can relate to the challenges facing Cain Dingle.
Denys, a farmer from East Yorkshire, was diagnosed with prostate cancer in 2024 and is now passionate about raising awareness and encouraging others to get checked. Coming from a rural community like Emmerdale’s residents and Cain Dingle, he knows farmers, farm workers and people living in rural communities can have reduced access to cancer services and support.
Denys’s diagnosis came as a shock to the 75-year-old, who felt healthy and well, and had just 12 months earlier run the Boston Marathon.
Speaking about his experience, Denys says: “I got one of the biggest shocks of my life when I was diagnosed with prostate cancer. It all began with a routine blood test when my doctor became concerned about my PSA levels, I didn’t even understand what these were.
“He told me I needed to get it checked out and so I went to a specialist. Within five minutes of being at the surgery he sat me down and told me I had cancer. I couldn’t believe it. He’d felt a hard lump on the left hand-side on my prostate, so he sent me for an MRI and following that I went for a biopsy.
You’re in quite an undignified position during it, but the sonographer Andy was a really pleasant guy, and the delightful nurse Kayleigh was at my side, so it was just like we were talking in a coffee shop about everyday things really.
It was a difficult journey, so I’m glad to have had the support of Macmillan, and the support of my family.“I have been really impressed by the Emmerdale storyline. I have been living through this with Cain, as me and my wife are watching Emmerdale at home. When the character received his prostate cancer diagnosis, I felt I was right there with him in the GP surgery. I had tears in my eyes at the end of that episode. The whole cast has done so well in producing this storyline.”
Errol, a Hackney-based mechanic was diagnosed with prostate cancer in 2010 following a doctor’s appointment about his snoring (on the request of his wife), while at the GP surgery Errol picked up a leaflet about prostate cancer and decided to book an appointment for a blood test. Following his experience, he started his own foundation and was awarded an MBE for his work to raise awareness of the signs and symptoms of prostate cancer.
Speaking about his experience, Errol, 68, says: “Cancer thrives on silence and ignorance, so don’t suffer in silence. Do something and seek the help and support that is out there. It’s important to talk to other people because you then realise that you are not alone. You’re not the only person going through this, there are thousands out there feeling the same as you and help is available. A problem shared is a problem halved.”
As part of the partnership with Emmerdale, Macmillan cancer information resources will be displayed in Emmerdale episodes, and relevant cancer information content will feature across the charity and Emmerdale’s social media channels and website, directing viewers to further support.
Viewers can also expect to see individuals from the Farming Community Network – a charitable organisation working in partnership with Macmillan to make cancer information and support more accessible to those working and living in rural areas – feature in content alongside the episodes, sharing their own real-life experiences.
Sonia Sudhakar, Chief Engagement Officer at Macmillan Cancer Support said: “At Macmillan, our mission is to reach everyone affected by cancer, wherever they are, so they can get support when they need it. Partnering with Emmerdale allows us to do that in a trusted, familiar setting. Cain Dingle’s prostate cancer storyline highlights the real challenges people face - from talking to loved ones, to coping with isolation, to managing the emotional impact of treatment - and shows the support Macmillan provides at every stage.
“Through this partnership, we can reach audiences beyond traditional advertising, including people who might not actively seek out health information. It’s part of our wider campaign to make cancer care fair for everyone, and a reminder that Macmillan is here to provide support and hope whenever it’s needed.”
Iain MacLeod – Creative Director for Continuing Drama at Emmerdale said:
“We’re proud to work with Macmillan on this partnership with Emmerdale to bring Cain’s prostate cancer story to life and help raise awareness of the support available to the millions of people living with cancer across the UK. This partnership helps illustrate the real experiences and challenges many people face when diagnosed with cancer for which Macmillan provides practical, emotional and clinical support.”
For information, support or just someone to talk to, call Macmillan’s free, confidential Support Line 7 days a week on 0808 808 00 00. During select dates the Support Line will stay open until 10pm, as Cain’s prostate cancer storyline unfolds for anyone who may need support. More details about Macmillan’s partnership with Emmerdale, along with clear and accessible information on prostate cancer and the support available to anyone affected by cancer, can also be found on the Macmillan website.
