Founded in 2003, Prostate Cymru is the leading prostate charity in Wales, dedicated to supporting treatment of Prostate cancer and improving equipment for minimising the invasive prostate cancer surgery, as well as providing funding and research into the best available treatments.
As a charity, they have no national or government funding and rely on the generosity of volunteers and its fundraisers to fulfil its three fundamental goals.
The campaign’s objective was to raise awareness of prostate cancer and encourage Welsh men to be proactive and talk about their prostate health when they visit their GP.
We were expected to explore and consider targeted advertising that would deliver a high gender target audience and be an accessible communication vehicle to men of all ages, demographics and ethnicity.
We chose gender-targeted Washroom Advertising across top Motorway Services throughout Wales to ensure the campaign’s message was communicated to a true gender targeted audience in a discreet, one-to-one environment.
This campaign delivered a 100% gender target audience and as a result, Admedia, one of the UK’s leading Out of Home media owners, awarded Prostate Cymru their ‘August Campaign Award’ for their clever creative and excellent media planning execution, the results of which were delivered through a public vote.
Chris Templeman, Head of Direct Sales, has commented on the win:
“Prostate Cancer is an important message that constantly needs increased awareness and we are delighted that this clever campaign has received the recognition it deserves. Washrooms are known for being a personal, discreet and impactful environment to reach a captive audience, so it’s great to see Prostate Cymru utilising this for their fantastic Look After Your Third Nut campaign.”