What was the aim of the campaign?
The male cancer charity Orchid wanted to raise its profile as a thought leader during its annual Male Cancer Awareness Week. The charity had not previously been involved in the parliamentary environment, so its main aim was to establish political influence, enabling it to be part of the development of male cancer policy.
What did the agency do?
Spink worked with Orchid to recruit a team of experts and produce a report called Prostate Cancer – Britain's Growing Problem. The agency created the FACE acronym to help people identify risk factors and symptoms: family, age, changes in pee, and ethnicity. The Face up to Prostate Cancer campaign used an infographic to deliver the key messages of the report in a concise manner.
What did the campaign achieve?
The infographic was shared by 34 MPs and #FaceUpToProstateCancer became the top trending Twitter topic by parliamentarians. Orchid presented the report to MPs at the annual parliamentary Britain Against Cancer conference. Spink set up a meeting with the Conservative MP Maria Caulfield, after which it was agreed that Orchid would set up and chair a new male cancer-specific All Party Parliamentary Group.
As a result of the campaign, Orchid gained active support from NHS Choices, Prostate Cancer UK, Patient.info, the National Institute for Health and Care Excellence and the European Association of Urology. Orchid's chief executive was also invited to sit on the Advanced Cancers Coalition, designed to deliver improvements in care and treatments for people with advanced cancer. Two days after the report was published, Theresa May announced £75m of funding for research into the early diagnosis and treatment of prostate cancer.
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