Rileys cues up cancer campaign

Men’s cancer campaign Everyman has teamed up with snooker club Rileys to raise awareness of testicular cancer.

Rileys has tasked Storm Communications with promoting the 12-month campaign, titled ‘Give Your Balls A Squeeze’.

The agency has arranged a promotion with The Sun that entitles readers to a free game of pool. It will also ­target other ­national media and men’s magazines as well as ­co-ordinating a series of ­regional events.

Storm has also enlisted I’m A Celebrity... Get Me Out Of Here! contestant Gemma Atkinson.

Rileys is hoping the campaign will update its image by bringing in a younger audience. Marketing director Sean Langley said: ‘We have been rolling out various initiatives to ensure our clubs continue to appeal to a new generation of pool, snooker and poker fans.’

Everyman is run by The ­Institute of Cancer Research.

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