Raise awareness of Prostate Cancer UK and the scale of the cancer in Britain. To get men to sit up and take notice of a health issue that is still taboo, we had to do something big, bold and disruptive, using the charities existing association with football – something our male readers definitely take notice of.
A big bang campaign on one of the biggest days in the footie calendar; Boxing Day. We weaved Prostate Cancer UK into every touch point of our coverage, across all platforms.
Our campaign reached more than 2.1m men aged 45+, with 70% of those who viewed the campaign, agreeing the message made them feel like their donations would make a difference.