March for Men is the annual event for supporters of Prostate Cancer UK. It takes place every year in Battersea park as a chance for men and their families to meet, to support each other and to know they are not alone. Numbers attending though were decreasing.

Challenge:

Reverse trend, drive down CPA, increase banking rate. I’d noticed that 30% of participants were known names re-recruited in paid the paid campaigns, this would be a good place to start. I also wanted to cover more of what made the day special – activities, people coming together, choirs, celebrities…and dogs.

Solution:

The creative direction was, ‘more than just a walk in the park’ which gave a launch pad for richer content. A longer warm campaign addressed the 30% and a new focus on response/ sales promotion techniques created a distinctive awareness/activation stages to the campaign, employing Direct techniques to. Improve results. I also took the decision to optimise in flight and this paid dividends (thanks Dani Hughs)

Results:

Net income increased by 38% and signups up by 15%. This as a result of a distinctive warm campaign to hoover up existing names, a more blended content strategy and more specific activation and conversion messages within a broader channel mix.

Campaign management Dani Hughs

The Big Golf Race is Prostate Cancer UK‘s mega-Golf challenge. Participants play 72 (or more) holes in a day. That’s 4 rounds of Golf so it’s going to be tough. Usually they start before sunrise and finish late into the evening.

Challenge:

Drive down CPA, increase engagement and banking rate. Reach new audiences.

Solution:

The Creative direction was ‘Go the Distance’ and in that way we could connect the physical event to the charity’s work in being there for men with prostate cancer and celebrate their families who support them through it. Importantly the event had to be fun, so we created content that captured al the miss-hits, the balls in trees, the exhausted endings, the champers on the green…

Results:

As of May ’25 the campaign is still running so final results as yet to come in (and I’m no longer at the charity) but at time of writing, it’s looking good.

The Big Blue Ride is Prostate Cancer UK‘s main cycling event, held in Windsor every year. There are different routes, lengths and off road options to choose from. Attendance was down in the previous year.

Challenge:

Reverse trend, drive down CPA, increase engagement and banking rate.

Solution:

The integrated strategy woudl deliver more of the experience of the day and to test new channels. The creative direction directly linked the event to cause and to bring the brand purpose front and centre. ‘What’s you’re reason to Ride’. This enabled us to re-ignite the purpose of the event and to use it as a springboard to discuss the full work of the charity in a multi-faceted campaign. I also took the decision to optimise in flight and this paid dividends (thanks Dani Hughs)

Results:

In organic social we trebled impressions on the previous year with more varied and engaging storytelling, up to 320K impressions and engagement and sharing went up by 500% – from 2,900 to 17,500, and post link clicks up from less than 300 in 2023 to nearly 2,000 in 2024.

Campaign management Dani Hughs