Improving disease awareness and securing funds
In the UK, one in eight men will be diagnosed with prostate cancer; however, it receives almost half the funding of breast cancer. Our male cancer charity client wanted to raise awareness of the symptoms of prostate cancer and the need for additional funding to drive equality of care.
Client: Orchid - Fighting Male Cancer
Release of an additional £75 million of government funding for prostate cancer, mid campaign
Achieved the support of 34 MPs, NHS England and NHS Choices
Campaign recognised with Third Sector and PMEA award wins
Our approach
The Beyond team developed an attention-grabbing #FaceUpToProstateCancer communications platform using the memorable acronym FACE to raise awareness of risk factors and symptoms: Family history, Age, Changes in your pee, and Ethnicity.
Taking a strategic two-pronged approach, we targeted both policy makers and the general public to maximise reach, influence and overall impact.
After establishing the first All Party Parliamentary Group on Male Cancers, we developed a hard-hitting thought-leadership report to lobby MPs, raising awareness of the increased diagnosis of prostate cancer and the need for more funding.
To reach those at risk, we launched Male Cancer Awareness Week, leveraging this timely hook to amplify the campaign’s relevance and news value. Through tailored materials and media outreach, we drove meaningful engagement among consumers, healthcare professionals and key stakeholders.
Outcomes
The campaign secured widespread political and stakeholder engagement, including the support of 34 MPs, NHS England and NHS Choices.
Targeted media outreach activity resulted in national broadcast interviews - including ITV1’s ‘This Morning’ - and extensive 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.
1 Prostate Cancer UK. Available here. (Accessed: November 2023).
2 Kashmira Gander. Why do some forms of cancer receive more research funding than others? The Independent. 2 October 2014. Available here. (Accessed: November 2023).
“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