Prostate Cancer UK calls on public to sign up to 'Men United'

Prostate Cancer UK is launching its biggest marketing push to date, as it enlists celebrities Damian Lewis, Charles Dance and Sir Michael Parkinson to encourage men to sign up to its "Men United" campaign.

The "Men United v Prostate Cancer" campaign uses the language of sport to engage the UK’s men, featuring a TV ad directed by Daryl Goodrich and filmed at Millwall FC that goes live during the FA Cup Fourth Round tomorrow, 25 January.

Premiering at half time, the ad shows comedian Bill Bailey calling on men to sign up to the Men United campaign and beat the "dad’s disease".

The work is set to run for a minimum of two years and the charity claims the initial burst of activity will reach up to 96% of men and women over the age of 45 in the UK.

The campaign is supported by print and digital work and encourages men and women to go online and sign up for the Men United team, and to join celebrities by wearing the "Man of Men" badge.

Prostate Cancer UK claims that the disease kills a man in the UK every hour but can be treatable if caught early. A study of 500 GPs showed that 90% believe it is important that high risk men should be more proactively encouraged to speak to their GP about available tests.

Vivienne Francis, the charity’s director of communications, said: "We are also expecting to see an increase in sign-ups for fundraising events, more people getting involved in our work, and an increase in donations and other forms of support.

"The Men United campaign replaces an awareness month. We don’t just want to catch people’s eyes, we want lasting relationships. Prostate Cancer UK is all about engagement, generating conversation, activity, and action around the key issues in men’s health.

"Being ‘aware’ for one month and dormant for eleven isn’t what we’re about.  Prostate Cancer UK is there for men 24/7, funding research, offering support and leading change all year, and the interactivity of Men United v Prostate Cancer reflects that." 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer