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PrecisionMarketing Response Awards in association with the International Direct Marketing Fair 21
Sponsored by Best Charity
WINNER
Prostate Cancer Research
Foundation
Give a few bob
The Communications Agency
The agency was charged with answering a three-
pronged brief: to raise awareness of prostate can-
cer in the UK and encourage men to get tested; to
de-stigmatise the disease and raise money for
research; and to achieve the maximum effect with
the minimum budget possible.
In addition, the charity wanted to raise its profile
to generate wider interest, and build the donor data-
base for future fundraising.
It is well known that men in the UK don’t talk
about health issues, nor do they appreciate how
common prostate cancer is and that it is killing men
in the UK at the rate of one every hour.
Despite these statistics, awareness and media
coverage of prostate cancer is low. The agency
needed to talk to those most likely to be affected by
the disease first hand – men over 45, but also to any-
one who could be touched by the consequences. It
needed to create a campaign that would firmly put Winner: Prostate Cancer Research Foundation
both the disease and the Prostate Cancer Research (above) Highly Commended: Unicef (right)
Foundation (PCRF) on the national agenda.
The solution was to create a 40-second ad which
brought Bob Monkhouse back from the dead, show- Creative director: Alan Curson
ing him talking about losing his battle with prostate Art director: Shaun Patchett
cancer, in his own inimitable style. With complete Senior account director: Caroline Jenkins
support from his widow, Bob’s popularity was used Account managers: Rachel Patman, Alice
to create impact, and generate word of mouth – put- Thornton
ting prostate cancer on the national agenda. Production: Red Bee Media
An integrated campaign was developed, negoti- PR: Resonate
ating partnerships with press and retail outlets, Production consultancy: Claire Randall
outdoor media and cinema to reach as many people Communications planning agency: Experience
as possible with the core campaign message. This Communications
was then underpinned with direct channels to talk icine to immunise a child against the six child-
to men on a one-to-one basis in a manner that would HIGHLY COMMENDED hood killers, therefore £2 a month would make a
make them take notice and spread the word. With a
Unicef
huge difference and help to save the lives of three
budget of less than £50,000, the campaign put PCRF
as a charity on the map, with everyone involved in
Immunisation Card
children every month.
The agency based the creative on the actual
creating the campaign from production to post-pro-
WWAV Rapp Collins
immunisation card given to children in the
duction, working on it for free. developing world to prove they have been immu-
As a result of the public responding to the cam- The objective of the campaign was to recruit new nised against the six diseases.
paign, the charity’s database has increased by 228 committed givers to donate £2 a month to Unicef By recruiting donors who give £2 a month the
per cent, while an estimated 83 per cent of the UK and to beat the current control insert piece. The agency has increased the volume of committed
population has seen the campaign an average of challenge was also to overcome the common insight givers on the database, and guaranteed income
four times. that £2 a month doesn’t really make a difference. to Unicef. The primary objective of this test cam-
There are few campaigns which capture the pub- WWAV created an immunisation card insert as a paign was beat control and the immunisation
lic’s imagination and generate media interest like creative test; therefore it was tested against the con- card insert achieved this by 218 per cent.
this one has done. trol insert in a proven, control title, to ensure
And although it is impossible to quantify the results were robust. Typical Unicef donors are Client services director: James Griffiths
true increase, these examples reaffirm the objec- characterised as 60-plus, well-educated, affluent and Account director: Becky Bishop
tives set out. Raising awareness and generating an informed about current and global issues, therefore Senior account manager: Sarah Vigors
increase in funding for vital research will save insert titles and publications that consistently per- Account manager: Ginny Rasle
more lives. form well for Unicef are broadsheets. Copywriter: Patrick Norrie
The message running throughout the insert was Head of DM: Debbie Stokes
Chairman: Robert Prevezer very clear – 5,000 children die every day from pre- DM officer: Louise King
Chief executive: Adam Leigh ventable diseases. It only costs 66p to buy the med- DM assistant: Kelly Stewart
Finalists
Help the Aged
Research into Ageing – Disconnected Jewish Care VSO
Mind Rosh Hashanah Appeal Rwanda
Joshua-G2 Cascaid Kitcatt Nohr Alexander Shaw
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