Prostate Cancer UK: Speaking to men through sport

Prostate Cancer UK knows that 83 percent of men who have an increased chance of being diagnosed with prostate cancer are not aware of this risk. By using sport as a way to engage men and by aligning the charity with various sport categories, Prostate Cancer UK believes it can raise awareness and speak to men in a tone and through a channel that they will respond to.

This year, we helped Prostate Cancer UK develop a strategic plan that would allow it to use sport as a medium to raise awareness of prostate cancer, deliver key messages and raise funds for research. We profiled the sports industry by analysing participation and broadcast audiences in over 30 sports. The project involved extensive consultations with existing partners of the charity and other figures from the sports industry to gather their perceptions of Prostate Cancer UK’s activities, its potential and the charity landscape across sport more broadly. As part of the strategic plan we delivered for Prostate Cancer UK, sports were prioritised into four distinct categories, with recommended associated levels of activity and resourcing. This research will form the basis for all Prostate Cancer UK’s future activities in sport, and is a tool that the charity can use to evaluate potential partnership opportunities.

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