This year Prostate Cancer UK is urging the public to join them and help save dads, grandads, brothers, lovers and friends, from a disease that kills one man every 45 minutes in the UK. By showing the impact of the disease and the role of the charity, it aims to meet its ultimate goal to help save men’s lives.
As part of the pioneering programme, stories will be told through the eyes of men and loved ones affected by prostate cancer. The partnership takes a deeper examination of the role of support groups, including friends and family, on those diagnosed as well as the implications of the pandemic for these individuals for whom the charity stands alongside.
The multi-faceted national TV advertising campaign will see Sky Media promote the charity and its support across the Sky Sports channels through a range of creative executions, including three bespoke documentary-style pieces of content. The campaign is supported by longtime charity ambassador and Soccer Saturday presenter, Jeff Stelling, alongside Lauren Clark, widow of former England cricketer, and Sky Sports pundit Bob Willis, who passed away from prostate cancer in 2019.
The partnership will highlight the importance of men’s relationships with their loved ones. The eye-catching campaign created by Sky Media’s production team include three personal real-life journeys of those who have been affected by prostate cancer. Through these poignant stories they aim to encourage men and everyone around them to act in solidarity, be aware of their health and help raise crucial funds which will assist in the fight against prostate cancer.
One man dies every 45 minutes from prostate cancer, which is the most commonly diagnosed cancer in the UK. Men over 50, black men and men with a family history of the disease are at higher risk. Therefore, the campaign specifically aims to reach those key demographics at risk.
The three- to five-minute-long documentaries will broadcast during editorial content on Sky Sports linear as well as being hosted on Sky Sports YouTube and native articles on SkySports.com. Cut down 20 second versions of the documents will be shared on Sky Sports’ social media, directing users to the longer versions on YouTube and SkySports.com. The first documentary aired on Sunday 24th January, with the remaining two airing in February.
Each documentary is created to appeal to different sports fans. One includes a conversation with Lauren Clark, spoken through the lens of a partner, and is hosted across Sky Sports Cricket. The additional two mini-documentaries tell three Prostate Cancer UK supporter stories, golfers Tyrone Carter and Franklyn Skinner and football fan, Errol McKellar and will be shown in The Golf Studio and Soccer Saturday respectively.
Alongside the three short documentaries, Prostate Cancer UK’s 30-second TVC launched across Sky Sports on the 25th January and included a 10-second intro from long-serving Soccer Saturday presenter Jeff Stelling, who in recent years has helped raise more than £1m for the charity having lost friends to the disease. The advert aims to amplify the message of support, encouraging men to better understand their risk of prostate cancer. In addition, Jeff Stelling features in a bespoke 30-second TVC that are set to play during the ad breaks of three consecutive Soccer Saturday’s, beginning on the 30th January. Jeff will continue to wear Prostate Cancer UK’s iconic ‘Man of Men’ badge proudly during Soccer Saturday and during the TVC as a show of support for the charity, bringing greater contextual relevance to the campaign.
Alison Day, Director of Communications at Prostate Cancer UK, said, “In 2021 we will tell men across the UK we are here for them. We want to celebrate men in all their glory, because tragically over 11,500 men a year die from prostate cancer and thousands of men, and their families, lives are changed forever. We believe this injustice has gone on for too long.
“Prostate cancer is now the most commonly diagnosed cancer in the UK and one man dies every 45 minutes from this disease.
“We want to see a world where men’s lives are not limited by prostate cancer and we know men and their loved ones feel the same. Together we can stop men dying, and the inspiring and thought-provoking stories of our supporters will really resonate with the Sky audience, inspiring them to take action.
“We look forward to deepening our relationship with Sky, who will offer us the perfect platform to amplify that lifesaving messaging further.”
Sarah Jones, Director of Planning at Sky Media, commented, “We’re incredibly proud to be partnering with Prostate Cancer UK on such an important campaign. It is essential for their message to cut through and connect with men and their families across the UK, and there is no better way to do this than through the reach of TV. Sky Sports and Jeff have supported the charity for a long time, and we hope the new partnership amplifies the charity’s aim to give men the support they need knowing that we’re all in this together.”
Taylor Barr, Partnerships Lead at the7stars, said, “We’re delighted to see this partnership between Sky and Prostate Cancer UK come to life, it’s an incredibly important campaign that we’re proud to be a part of. Working collaboratively has enabled us to find the perfect platform within Sky Sports to put a spotlight on the meaningful and interesting stories of real people that have been effected by Prostate Cancer, and in turn amplify the charities lifesaving message further.”
Prostate Cancer UK’s campaign was created by Sky Media and Diagonal View and brokered by the7star’s Supernova Team. It runs until the 18th February.
Source: Sky Media