Business Charity Awards: Charity Partnership, Automotive & Transport - Vanarama and Vanarama National League with Prostate Cancer UK

For an outstanding partnership between a company in the automotive or transport sectors and a UK charity

The broadcaster Jeff Stelling supported the campaign
The broadcaster Jeff Stelling supported the campaign

What is the partnership?

Prostate Cancer UK's long-standing partner Vanarama is also title sponsor of football’s National League. Aiming to raise awareness of prostate cancer within the football community and beyond, the league rebranded itself during September 2018, becoming the MANarama National League. The partnership also aimed to raise awareness of prostate cancer among Vanarama’s 80 per cent male audience through the lease company’s existing channels and raise money for the charity.

What did the company do?

Nimble PR, supported by Vanarama’s PR agency Alpaca Communications, drew attention to the rebranding, which included man-of-the-match awards and televised football reporting. The partners worked with the National League's 68 clubs to raise awareness of the campaign. The total cost of the low-budget rebrand was less than £5,000, covering the costs of rebranding stadium hoardings and captains' armbands. The campaign trended on Twitter and was backed by celebrities including Sara Cox, Sir Geoff Hurst and Jeff Stelling.

Vanarama donated £50 for every vehicle leased from the start of September until Non-League Day (13 October 2018), an event intended to incentivise attendance at non-league matches.

Why did it win?

Vanarama raised £150,000 for Prostate Cancer UK’s work in funding research and providing support to those with cancer. Prostate Cancer UK’s social media channels saw huge spikes in engagement as well as audience growth during the campaign period, with 12.9 million impressions and 98,300 engagements.

What did the judges say?

"A strong marketing campaign, impressive in its genuinely aligned values and agile approach," said Marnie Bourne, corporate partnerships manager at British Red Cross.


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