While Integrated Marketing Lead at Prostate Cancer UK

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

Challenge:

Work with three brands, find a compelling Creative Direction and build out an integrated campaign that satisfies all three organisations objectives. And keep on brand and ‘fingers up bums’ gags out of the narrative.

Solution:

As the Integrated Marketing Lead I brought together the creative elements of the campaign delivering all key messaging and headlines, helping Paddy Power to find and craft a creative direction (THE BIG 180) and working closely with Paddy Power and their agency involved in the planning and guiding the script for the films they made to create a broader integrated campaign.

I led the work in the charity’s own channels writing and delivering webpages, email content, defining supporter journeys, writing web articles and even leading the branding of the risk checker to deliver a joined up experience.

I delivered everything from print ads to FAQs for supporter care and internal comms plus the messaging to be used by the organic social media team ensuring consistency throughout in the delivery of the integrated campaign. Of course, I didn’t do this alone. A 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.

Results:

THE BIG 180 gained £1m donation and 136,000 darts fans checked their risk of prostate cancer by completing the Prostate Cancer UK online risk checker. 71% were found to be at higher risk. Statistically, the campaign will have saved lives. It gained huge coverage in press and in broadcast channels, and helped to also raise the profile of the championship. Paddy put their full PR weight behind it.

The campaign went on to win Drum Gold for social purpose and the business charity award for partnerships. The following year (after my time) the campaign was rerun.