Ambition launches bowel cancer campaign

An Ambition Communications product story

Edited by the Marketingweek Marketplace editorial team Nov 28, 2008

Ambition Communications has launched a male-focused awareness campaign on behalf of cancer charity Beating Bowel Cancer.

Entitled 'Tackle it!', the digital campaign features former England rugby star and A Question of Sport presenter, Matt Dawson, and uses a rugby theme to capture the attention of men aged between 30-60 years.

The campaign aims to elevate awareness of the symptoms of bowel cancer, prompt downloads of an information leaflet, and encourage people to visit their GP if at all concerned.

It also targets GPs, offering them materials to use in their surgeries and pass on to their patients.

Hilary Whittaker, chief executive of Beating Bowel Cancer, said: 'With 10 men under the age of 60 diagnosed with bowel cancer every day in the UK - half of whom will die of the disease - it is vital for us to raise awareness among this target group.

'Ambition has developed its first fully digital campaign specifically targeted at men and using imagery and language with which they can identify.

Digital activity is being amplified by PR activity and a recent YouGov poll into men's attitudes towards their bottoms.