In December 2023, Paddy Power, The PDC and Prostate Cancer UK came together to save men’s lives.  For every 180 scored at the PDC World Darts Championships, Paddy Power pledged to donate £1,000 to Prostate Cancer UK, the charity partner of the event and the biggest men’s health charity in the UK.

The donation was to support Prostate Cancer UK’s work to get all men diagnosed earlier and accurately – helping to save more of the 12,000 men that die from the disease each year in the UK.

The campaign saw £1m donation and 120,000 darts fans, customers, and men at increased risk of the disease, check their risk of prostate cancer by completing the Prostate Cancer UK online risk checker. With 1 in 8 men at risk of prostate cancer it picked up 50K men at higher risk who could then ask to be tested.

My role was to bring together the creative elements of the campaign delivering all key messaging and headlines, helping Paddy Power to find and craft the creative direction (THE BIG 180) and working closely with Paddy Power and their agency keeping headlines, messaging and concepts on-brand and guiding the script for the films they made. I led the work in the charity’s own channels writing and delivering webpages, email, journeys, articles and rebranding of the risk checker, everything from ads in the programme to FAQs for supporter care and internal comms plus the messaging to be used by the organic social media team and ensuring consistency throughout in the delivery of the integrated campaign. Big thanks to the fantastic partnerships, PR, design, platforms, and social media team at the charity as well as the team and their agency at Paddy Power, of course.