One of Prostate Cancer UK's key working principles is to be bold and energetic, and this campaign was a terrific example of turning round an eye-catching and innovative piece of communications in a short space of time.
The MANarama campaign was a historic fundraising and awareness campaign in conjunction with Non-League Day (13 October 2018), leveraging a new partnership with the National League, and continuing Prostate Cancer UK's relationship with longstanding partner, Vanarama, also title sponsor of the National League. Vanarama and the National League changed its name to the MANarama National League throughout the month of September until Non-League Day, with the ambition to raise £150,000. They donated £50 for every vehicle leased from the start of September until Non-League Day, and launched a successful digital awareness drive.
The campaign received international media attention (a potential 2bn+ readership), mobilised the fans of 68 football clubs, trended on Twitter, and was backed by celebrities including Sara Cox, Sir Geoff Hurst and Jeff Stelling to raise awareness of the most common male cancer and raise £150,000 for Prostate Cancer UK.
Great teamwork between Prostate Cancer UK, Vanarama, Alpaca Communications (Vanarama's PR agency) and the National League provided the platform to success.