Corporate Responsibility: Case study - Gillette UK and Cancer Research UK

Annie Kelly

Cancer Research UK will reach 20 million men with information about testicular cancer after signing a partnership agreement with Gillette UK to distribute health information in packs of razor blades.

The charity approached the company with an idea to include information about testicular cancer in packs of disposable razors to support a national awareness campaign to improve men's understanding about self-checking and prevention.

"Testicular cancer is the most common form of cancer among men aged 15 to 45, so we needed to find a partner who could get the message out to as many people as possible," said Gavin Coopey, development director at Cancer Research UK.

Coopey said that the cause-related marketing partnership would allow the charity to reach men at a time when they would be most likely to check for cancer.

"Having information in disposable razor packs means that we're getting in front of our target audience when they're in the bathroom," he said.

"What's so valuable about this deal is that we're not just raising awareness of a problem, we're also asking men to take immediate action which may hopefully help develop good habits and increase self-checking."

The partnership with Gillette is part of a wider campaign by Cancer Research UK involving other corporate partners, including the Britannia Building Society, to promote a new testicular cancer awareness badge.

In an effort to mimic the success of the breast cancer pink ribbon, the badge will be sold in Cancer Research UK shops and could be rolled out across other retailers in the spring.

"Corporate partnerships have helped make Breast Cancer Awareness Month a huge success and we're aware of the value they can bring to national awareness drives," said Coopey.

He said that the charity envisaged increasing the scope and scale of the testicular awareness campaign year on year, and adding fundraising elements at a later stage.

Steve Newton, senior business manager of male blades and razors at Gillette Group UK, said: "With millions of men using Gillette products in the UK each day, we have a unique opportunity to talk to them, making us a natural choice to help Cancer Research UK raise awareness of testicular cancer."

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