Healthcare: Awareness Campaign Close-up - Prostate charity targets pubs

Organisation: The Prostate Cancer Charity

Campaign: Prostate Cancer Awareness Week

Date: 21-27 March

PR budget: £16,500 plus £12,000 worth of pro bono creative

work by Publicis

PR team: In-house

Beer mats calling on men to take a 'real man test' have been sent to pubs and clubs as part of the forthcoming Prostate Cancer Awareness Week. Prostate problems mainly affect the over-50s, so men of that age are being targeted, outside the medical environment in informal settings.

This year's campaign slogan is 'don't let prostate be a man's last order'.

Beer mats featuring a 'fun' quiz with prizes and facts about the prostate gland have been sent to pubs and clubs in Bradford, Bristol, Glasgow, Liverpool and Birmingham.

Other activity during the week will include the unveiling of 'Walnut Man' - a humorous 'transparent, plastic, male bodyform' with a red painted walnut suspended inside, positioned where the prostate gland is - to show men where their prostate gland is.

This is part of the charity's ongoing Afro-Caribbean awareness project, a programme set up 18 months ago.

An ICM poll on people's knowledge of the prostate gland will also be published; results will show how many men don't realise they even have a prostate gland until it goes wrong.

Massive Attack's Daddy G is due to attend a Bristol event, while interviews with celebrities including actor Corin Redgrave and poet/playwright Benjamin Zephaniah have also been lined up.

Specialist nurses, meanwhile, will attend local free question-and-answer sessions in the target cities.

The beer mat campaign is backed by Snap-on-Tools UK, which has donated a £5,000 prize; other sponsors include Dixons and JJB Sports.

Every year 10,000 men die from prostate cancer, the most common cancer diagnosed in men in the UK.

For further information contact head of media and public affairs Kate Williams on 020 8222 7653.

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