William Hill and Prostate Cancer UK Awareness Campaign 2018

William Hill and Prostate Cancer UK


William Hill Retail Scotland's four month partnership with Prostate Cancer UK (PCUK) over the summer of 2018 was embraced by our customers, colleagues and the charities' representatives who offered their invaluable support to this campaign.
Using William Hill's distinctive geographical positioning of 310 shops throughout Scotland, we worked with PCUK to disseminate their health messaging across our colleague and customer base, many of whom are in the demographic risk profile for the disease. Be it through the sale of 5,000 of the charity's iconic pin badges, distribution of informational leaflets, or the first-hand experience of the disease that 37 PCUK volunteers were able to share during 160 shop visits, the campaign had a critical impact with our customer and colleague base.
By promoting the campaign in national media, parliament and through our Scottish Cup sponsorship, we were able to take this messaging further to extend the campaign's reach beyond an immediate William Hill audience.
Although a fundraising target of £20,000 was ambitious, such was the resonance of the partnership with colleagues that this target was surpassed comfortably. Our support for PCUK will also continue via a pioneering screening programme; a testament to the enduring legacy of this supposedly short-term partnership. 

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