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The number of men who die of prostate cancer in New Zealand each year equals the number of women who die of breast cancer. But they didn’t get the same support from the nation. How could we help the Prostate Cancer Foundation raise much needed funds for New Zealand’s forgotten cancer?
We commissioned original research to find new perspectives on prostate cancer, inspiring the media to focus on our cause and motivating them to challenge the government during an election year.
How Blue will you Do?
We also introduced the idea of ‘Blue Do’s‘, galvanising groups to fundraise through blue-themed events, rather than individuals. We teamed up with the irrepressible Jason Gunn and an amazing group of celebrities to invite the whole of New Zealand to throw a Blue Do for Blue September.
And we enlisted the help of our most passionate advocates – families who had been touched by prostate cancer – to film moving content that created emotional connectivity.
We also integrated PR and social to drive awareness and consideration, and made the most of bonus slots and distressed advertising space to spread the Blue Do message across radio, digital, print, OOH and bus backs, delivering significant rate card value at no media cost.
True blue results
Despite a small budget compared to high profile cancer charities with their major brand sponsorships, we generated a rise in direct donations five times the amount compared to the previous year. The campaign generated $1.2m of donations, resulting in an ROI of 12.6:1 and a 140% improvement year on year.
Best of all, our PR campaign successfully got prostate cancer discussed during the live election debates.
