Improving disease awareness and securing funds
In the UK, one in eight men will be diagnosed with prostate cancer1; however, it receives almost half the funding of breast cancer. 2
Our client – a UK male cancer charity – wanted to raise awareness of the symptoms of prostate cancer and the need for additional funding to drive equality of care.
Our approach
The Beyond team developed an attention-grabbing #FaceUpToProstateCancer communications platform and took a strategic two-pronged approach:
A thought-leadership report was developed to lobby MPs, and the first All Party Parliamentary Group on Male Cancers was established
To reach those at risk, consumer-facing materials were launched during the Male Cancer Awareness Week to drive media, consumer, healthcare professional and stakeholder engagement
Outcome
The campaign secured widespread political and stakeholder engagement, including the support of 34 MPs, NHS England and NHS Choices. Tailored media outreach activity resulted in national broadcast interviews, including ITV1’s ‘This Morning’, and extensive media coverage across national and consumer titles.
This contributed to the release of an additional £75 million of government funding for prostate cancer, mid-campaign. The success of the campaign was industry-recognised, winning Third Sector and PMEA Awards.
“The Face up to Prostate Cancer campaign demonstrated clear changes in attitude and behaviour. It was refreshingly clear on what it aimed to achieve and did so on a limited budget. It exceeded expectations and was an engaging, interesting and, above all, impactful campaign. An outstanding winner!”
PMEA Award judges’ comments
1Prostate Cancer UK. Available at: https//www.prostatecanceruk.org (Accessed: November 2023).
2 Kashmira Gander. Why do some forms of cancer receive more research funding than others? The Independent. 2 October 2014. Available at: https//www.independent.co.uk/life-style/health-and-families/health-news/why-do-some-forms-of-cancer-receive-more-research-funding-than-others-9771396.html (Accessed: November 2023).
Find out about our public health and disease awareness campaigns and our work supporting medical societies.