The “Real Men Know All About It” campaign
The Prostate Cancer Charity has launched a new advertising campaign aimed at raising the profile of prostate cancer and getting across key information. Many advertisements have already appeared in the printed media - all of them entirely free of charge to The Prostate Cancer Charity, thanks to the generous design support of Publicis, and donated advertising space.
The new campaign is explained here.
Q: What is the “Real Men Know All About It” campaign?
Public awareness of the prostate gland and prostate cancer is still very low. The humorous “Real Men Know All About It” campaign targets men and their partners of all ages, but primarily men aged 50 and over, and positions prostate cancer awareness as “Real Man” territory, using lists of ‘manly’ activities and their love of statistics as a means to communicate the hard facts.
Laid out in tabloid newspaper style, the five different adverts/posters list four ‘manly’ facts a ‘Real Man’ should know and a fifth fact about prostate cancer. For example, every real man has ‘Built a shed, tiled a bathroom, creosoted a fence, dismantled a toaster and clicked on www.prostate-cancer.org.uk to find out about the disease that kills over 10,000 men every year.’
Q: When was the campaign launched?
A: The campaign was launched at the end of September 2005, initially through a Ricky Gervais radio advertisement, but followed up by many newspaper advertisements - all free of charge to the Charity. The campaign will be used in a variety of different ways over the coming months and years. It is not a “one off” marketing push but a framework for future campaigning.
Q: Why was it launched?
A: Lack of basic knowledge about the prostate gland and prostate cancer is extensive, despite the seriousness of the disease. The “Real Men Know All About It” campaign was launched to make men realise that finding out more about the prostate gland and prostate cancer could save their lives in the future. We owe it to men and their families to raise awareness and to put men “in the driving seat” when it comes to their health.
Q: Who is the campaign targeted at?
A: Primarily men 50 and over, plus their friends and families. It is also important to reach younger men so they also know prostate cancer is an important health issue.
Q: How do you think the campaign will make a difference?
A: The campaign has generated new levels of interest in, and knowledge of, the prostate gland and prostate cancer. We hope it will get all men, particularly those over 50, to start talking about their health and alert them to the prostate gland and how important a role it plays in their bodies.
For men with prostate cancer (who do not yet have a diagnosis), we aim to raise their awareness of the tell-tale signs and symptoms, to encourage them to seek advice if they have concerns and not be afraid of having further investigations. We are, of course, aware that some men with prostate cancer initially have no symptoms at all.
Q: Are you looking for sponsors to boost the campaign and if so what kind and how much are you looking for?
A: Despite the humour running through the campaign, it carries a strong message: prostate cancer is the most common form of cancer diagnosed in men in the UK and men need to know about it.
We want the campaign to have maximum impact through major advertising - including television and radio, printed media, billboard and cinema. We are looking for further companies to support our campaign to broaden its impact. A major campaign through a significant outlet might cost around £250,000. If anyone would like to discuss further details of this project please contact the Charity’s Chief Executive, John Neate, or Director of Fundraising, Elaine Bennett.
As an alternative to sponsorship, we are also seeking advertising outlets prepared to back this major campaign with free advertising opportunities.
Q: What sort of response are you expecting?
A: Awareness and interest in prostate cancer are steadily growing but still 10,000 men die from prostate cancer every year in the UK and 30,000 men are diagnosed. We know that any major news story involving prostate cancer creates a surge of requests to The Prostate Cancer Charity for information. Every advertisement increases interest and contact with the Charity.