Ambitious tackle from Beating Bowel Cancer

Ambition Communications is helping national charity Beating Bowel Cancer tackle awareness of the disease among men.

Later this month Beating Bowel Cancer's Tackle It! awareness campaign goes live in rugby and football match programmes across the country.

Clubs where the campaign will feature include Charlton Athletic, Nottingham Forrest, Sheffield United, Bath Rugby and Leicester Tigers.

Created and designed by integrated agency Ambition Communications, the press and poster campaign aims to target men in male-dominated environments and drive them to the charity's website.

The campaign uses attention-grabbing headlines such as 'Result! I've got piles' alongside football and rugby related images and terminology to engage with the male audience.

It also balances the need to prompt GP visits through communicating the seriousness of the illness while not scaremongering.

The campaign is supplemented by PR activity featuring England rugby star Matt Dawson, and Match of the Day broadcaster Gavin Peacock, both of whom are both lending support to the campaign.

Tara MacDowel, Beating Bowel Cancer, said: "Although bowel cancer affects men and women equally, men are traditionally less likely to visit their GP, a crucial step in early the detection and likelihood of curability of the disease.

"This is why we decided to create a campaign primarily targeted at men.

"Ambition has created a strong and empathetic campaign which we hope will prompt men to visit their GP if at all concerned".

Jo Greensted of Ambition Communications said: "This campaign targets men in environments in which they comfortable, using language and imagery with which they identify; we believe this is the best way to engage the target audience and communicate the symptoms and seriousness of what is the second biggest cancer killer in the UK".

Back to top