Prostate Cancer UK – Making prostate cancer unavoidable

Case study - Objective: Education & understanding


Prostate Cancer UK and the7stars teamed up with Trinity Mirror in a bid to reach the publisher’s large sports readership.

Despite being one of the deadliest and most prevalent cancers in men, prostate cancer is often ignored by men who are reluctant to talk about their health. The challenge was to create a campaign reaching men aged 45+, confronting them with the realities of the disease in a way they couldn’t ignore.

The campaign utilised Prostate Cancer UK’s position as charity partner of the Football League and Trinity Mirror’s football readership (the Mirror alone has over 650,000 male football fans aged 45+) to spread the message.

The plan was to use the competitive streak in sports fans to encourage them to get more involved. The Mirror’s editorial team kicked off a ’keepy-uppy challenge’, asking entrants to beat a previously posted top score and donate to the charity. This led to a media first during the FA Cup Final, swapping the Mirror’s trademark red masthead for Prostate Cancer UK blue.

In addition, match reports in the Sport section were told from the perspectives of a man who had survived the disease and a Prostate Cancer UK scientist, while the gambling section reflected the risks of the illness.

Key findings

  • Awareness increased by 13% to 60% and belief in the cause increased by 21%, while donation consideration increased by 29%    
  • The campaign reached 1.7 million men 45+, along with 29 million people via social media
  • The campaign drove a click through rate of 1.15% to Prostate Cancer UK’s site from digital activity

The partnership with Trinity Mirror helped us jolt their valuable audience out of their complacency about prostate cancer. It provided us a ’money can’t buy’ opportunity to integrate ourselves into the very fabric of the paper itself.

Alison Day, communications director, Prostate Cancer UK