Case study – Objective: Education & understanding
A man dies every 45 minutes from prostate cancer in the UK. This is the sobering statistic that Prostate Cancer UK wanted to get in front of the demographic most at risk of the disease – men aged 45 and over. To capture the attention of the target audience, the campaign was launched on Boxing Day (one of the biggest days in the football calendar), in partnership with Reach Solutions.
The campaign leveraged extensive, unrivalled editorial access to weave Prostate Cancer UK content into every touchpoint of Boxing Day football coverage – the key 45 minutes statistic underpinning the strategy and execution off and online. From the redesigned front page and back page mastheads of the Daily Mirror; to Gary Jones, Editor of the Daily Express’ personal letter in the Express, in which he told his own story on beating prostate cancer; and to booklets handed out at nine stadiums during the Boxing Day matches, the campaign left no opportunity for readers to avoid the message.
This disruptive campaign created a huge impact, reaching 2.1m men over the age of 45, with one in three who saw the campaign, speaking to others about the issue. It also led to an uplift in intention to donate to Prostate Cancer UK and 41% uplift in agreeing that Prostate Cancer UK has the knowledge and influence to beat the cancer.
There’s certain times in your career where all of your insights, ideas and activations all come together so beautifully, and this is a perfect example of thatLauren Raymond, Partner, Strategy, UM London