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Challenge

Prostate Cancer UK had a range of comms to help men understand their risk of getting prostate cancer, grow its fundraising and raise awareness of its research & support services. However, econometrics analysis indicated that these activities were not strengthening one another’s impact. To maximise effectiveness across the organisation’s comms, we needed to deliver consistent brand activity that could build awareness and trust. Every campaign had to work harder towards the same growth ambition: to be the organisation men think of when they’re navigating a prostate cancer diagnosis. 

Activity

Working with the client, we used audience insight, research and econometric evidence to identify sport as a major opportunity for growth. With a limited budget, it was important to invest in targeted and intentional environments that would deliver maximum impact. Sport offered a highly relevant space to engage men, build trust and consideration, support risk messaging and amplify fundraising activity. 

To maximise relevance and efficiency, the brand activity launched in mid-August 2025, alongside the start of the football season. Sports-led TV, audio and OOH channels were chosen to place the brand in environments closely aligned to audience behaviour, while delivering cost-effective reach. 

The campaign was also timed to build awareness ahead of the charity’s Christmas fundraising appeal. Brand activity focused on increasing consideration of the charity as the leading authority on prostate cancer and highlighting its role in progressing research towards a future screening programme for prostate cancer. 

A second burst followed in January, when audience insight showed men are more engaged with health-related topics. This strengthened the impact of risk awareness messaging. 

Accelerating Growth

The results demonstrated the power of a dedicated brand-building approach. Following the campaign launch, spontaneous awareness of Prostate Cancer UK reached an all-time high. Among the key audience of men aged 45+, awareness increased by 109%. 

Support measures also strengthened significantly, with the likelihood of supporting Prostate Cancer UK rising by 13% by January 2026, reaching its highest recorded level. 

Beyond the headline metrics, the campaign provided evidence that sustained brand investment could drive wider organisational outcomes. The success of the approach gave confidence to continue investing in sports-led media around future major sporting moments and encouraged closer integration between brand, health information and fundraising activity through shared planning, objectives and budgets.