Devastating new figures show that prostate cancer is now the third biggest cancer killer in the UK. In efforts to ‘shift the science’ (and provide vital support and information on prevention) Prostate Cancer UK enlisted instinct to increase visibility of their flagship March For Men 2018 programme, with particular emphasis on female participation.

We targeted females with a compelling press campaign, including general press office with event coverage, and case-study placement. Our celebrity ambassadors, Holby City actress Gemma Oaten (whose father is living with the disease) and CBB 2018 star, dancer and prostate cancer survivor Wayne Sleep bravely shared their stories to generate awareness.  A powerful call to action was foregrounded throughout all press material, driving sign-ups to the march in aid of ground-breaking research.

Results

10 pieces of coverage included four national news titles, with a reach of over 1bn. 100% of coverage featured a call to action, for sign-up to the march.