November is an important time in the calender for raising awareness about men’s health issues.

This month “Movember” is when men around the world grow a moustache, with the support of women, to raise awareness and funds for men’s health - specifically prostate cancer, testicular cancer, mental health and suicide prevention.

This year, passionate men’s health champion George “The General” George is at the forefront again of an active health awareness campaign dedicated to promoting men’s health, particularly prostate cancer and non-communicable-diseases (NCDs).

As president of the Men’s Health & Wellbeing under the umbrella of the Cook Islands Prostate Cancer Foundation, George simply wants to make an impact on the wellbeing of men everywhere.

According to Te Marae Ora, as of 2023, 5800 individuals have been confirmed to have NCDs, of which 51.6% are 15 years old and above.

This is a 5.4% increase from the previous report of 5500 in 2020.

In the last four years 72% of all deaths in the Cook islands were linked to NCDs and of those, 25% resulted in premature death.

From 2021-2023, cardiovascular diseases were almost 44% of new NCD cases and diabetes was about 30% of total new NCD cases, and continued to maintain a steady trend over the three years averaging to about 97 confirmed cases annually.

“The health of our iti tane (men) is in crisis,” said George.

“Put simply, the saddest thing is our men are dying young - te akaroa.

“Heart disease, diabetes and obesity are the top three illnesses for men caused by an unhealthy lifestyle.

“And our iti tane need to take their health seriously.”

George said most Cook Islands men have an illness that is curable if it is detected early.

“The key here is to see your doctor today. Don’t wait for tomorrow, for tomorrow may not come,” he said.

Te Marae Ora’s men’s health data information related to prostate cancer for 2019 – 2023 are: Prostate cancer – 17, deceased – 5; Age group 45 – 59years total 3, 60 – 75years total 7, 75+years total 7.

Men can ask their doctor for a blood test on prostate.

Driven by the saying “you never know how valuable your health is until you’re fighting for it”, George says “fight for it now, before you really have to.”

He encourages those who are not “sporty” to take baby steps in their new pathway to a healthy lifestyle by cutting down their meal portions.

George continues his campaign for better men’s health on national radio.

Former Minister Patrick Arioka shared his cancer journey on the CITC Karangaranga Radio Talkback Show, as well as Teariki Purua “Johnny Blue” about his prostate cancer experience.

“If you really want to live you should invest in healthy living,” George said.