PRWEEK AWARDS 2003: Corporate & Public - The Kaizo incorporating Beer Davies Award - Not for Profit

WINNER - PEEBALL - A WEE BIT FOR CHARITY; THE PROSTATE CANCER CHARITY SWEETAPPLE

Prostate cancer is the UK's fastest growing variant of the disease, with more than 25,000 men diagnosed each year. Given the potentially embarrassing subject matter and men's notorious lack of concern for their own medical well-being, educating the target market can be challenging. The Prostate Cancer Charity set out on its Peeball campaign last year to highlight the disease.

As the main symptoms of prostate cancer are pain or difficulty when passing urine, and the need to pass urine more often, Peeball, a biodegradable, compacted-powder ball that reacts on contact with liquid, was created.

It is manufactured by Sweetapple, which also created the rules of Peeball - a peeing game using the ball to score points in competitions, held primarily in pub urinals.

The charity used the humour of Peeball to put information about the symptoms of prostate cancer on packaging, promotional materials and the Peeball website to educate a previously unreachable audience.

Peeball packs were sent to appear in the Christmas editions of magazines such as FHM, Fast Car and Four Four Two.

The nationals were also given previews and viral emails were sent to them, detailing the rapid growth of the underground sport, with mpegs directing them to spoof ads and news stories.

The game has taken off. The Peeball website has received more than 500,000 visitors, and more than 500,000 Peeballs have been sold. This alone has raised £150,000 for the charity.

The launch generated acres of national press coverage, from The Times, The Sun, The Observer and The Sunday Times, to at least 50 regional newspapers, more than 30 lifestyle magazines, trade titles and coverage in the US, Canada, Australia, Spain, Denmark and Italy.

As a result, prostate cancer charities in the US, Canada and Australia have adopted the Peeball, and Japan will shortly be doing so.

COMMENDED - BREAST CANCER AWARENESS MONTH; BREAKTHROUGH BREAST CANCER

Breakthrough Breast Cancer's drive during Breast Cancer Awareness Month (BCAM) aimed to heighten the charity's profile among women aged 24 to 65, to raise funds, and to disseminate breast cancer information.

BCAM products and events were developed by the charity in conjunction with partners, including an exclusive pink dress designed by Julien MacDonald and four Vespa bikes redesigned by Dolce & Gabbana, Vivienne Westwood, Givenchy and Donna Karan.

These were among many efforts, which also included corporate partner Ford's decision to donate £20 to Breakthrough every time a Ford was test-driven, and Avon Cosmetics' hosting of the Breast Cancer Crusade Awards.

The charity formed media partnerships with Marie Claire, the Sunday Express's S Magazine and The Observer.

Breakthrough secured 81 articles at a cost of less than £10,000, and the campaign is credited with being one of the key reasons why Breakthrough is expected to exceed its £7.3 million 2002 income this year by at least 25 per cent.

FINALISTS

Launch of Jobability.com cinema ad

directed by and starring Ricky Gervais

Leonard Cheshire, Microsoft, totaljobs.com

Leonard Cheshire, Edelman, Band & Brown Communications Snap! photo

competition

Mencap

A Bigger, Better and Safer Carnival

Notting Hill Carnival Trust

Midnight Communications

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