Creative communications agency Exposure has created an integrated campaign for The Prostate Cancer Charity that is set to raise awareness of the disease and increase support for the charity around the annual Tour of Britain – the UK’s premier professional cycling race which runs from 12th to 19th September.
Exposure is also responsible for the event management of two Tour Rides, which for the first time allow amateur riders to complete actual stages of The Tour of Britain.
The Unite ByCycling campaign works on two fronts. First, it encourages people to raise money for the charity by taking part in one of two Tour of Britain cycling events, held in Stoke-on-Trent on 6th September and London on 19th September. Second, it aims to inform men about prostate cancer and persuade them to go for screening.
Exposure has managed all aspects of the campaign and brokered the partnership between The Prostate Cancer Charity and Tour of Britain. It has driven awareness of the initiative and entries to the Tour Ride events through channels including digital, experiential and ATL.
A TV commercial will appear alongside coverage of the Tour of Britain on ITV4 every evening from 12th to 19th September. The animated 30-second spot is called ‘Nothing’ and features The Prostate Cancer Charity’s stick man trying to examine his prostate gland.
The tagline for the ad is ‘If you can’t see anything, then there’s nothing to worry about’. It is designed to raise awareness of prostate cancer and encourage men to get checked, even though they can’t necessarily see anything wrong.
A media partnership with the London Evening Standard helped promote the London Tour Ride event. Press ads, which featured sky blue silhouettes of riders crossing a finish line flanked by celebrating supporters against a background of London landmarks, appeared in the newspaper in August.
The tagline readS: ‘The London Tour Ride. Ride it. Watch it. Just don’t miss it.’ Similar ads promoting the Stoke-on-Trent event have been placed in regional press and specialist cycling publications with the tagline ‘Ride it your way’.
Exposure has also designed a Unite ByCycling microsite, where supporters can sign up to the campaign and set up their own fundraising pages.
It features information about the route and suitable training for each ride and is designed in The Prostate Cancer Charity’s signature sky blue and white colour scheme. As with all the branding for the campaign, the ‘T’ in ‘Unite’ is replaced by the same stick man The Prostate Cancer Charity uses as a substitute for the first ‘T’ in ‘Prostate’.
Exposure has also driven awareness by developing:
• Online banner advertising and a Facebook presence
• A nationwide email marketing campaign that targeted a database of cycling enthusiasts
• Field marketing activity that targeted councils, communities, cycling clubs, gyms and health services across the country
• A national schools’ competition to design the official T-shirt for this year’s Tour of Britain, which received more than 1,000 entries
• Cycling and consumer media
Exposure has also brokered brand partnerships with Trek Bikes, Charge Bikes and Andrex, which will provide experiential activity at each event.
All entry funds raised from both events go to The Prostate Cancer Charity. All riders will receive professional servicing and support along the routes, as well as the chance to watch the Tour of Britain finale in London.
“Unite ByCycling embodies the whole reason behind The Prostate Cancer Charity supporting cycling as an initiative,” says John Neate, chief executive of The Prostate Cancer Charity. “It helps us raise awareness and funds through an increasingly popular sport and in a way that gets our message to a wide audience.”
Jessica Binns, director at Exposure, says: “Exposure has managed all aspects of the campaign, which joins The Tour of Britain, the UK's number one cycling event, with the leading charity working with people affected by prostate cancer.
“We’re particularly pleased with our ATL material, which takes The Prostate Cancer Charity’s signature stick man and uses him to get the charity’s message across in a way that’s fast, amusing and informative.”
The Stoke-on-Trent event offers participants the choice of riding a full stage of the Tour of Britain with the 145km Pro Tour Ride, going half the distance with the 70km Challenge Tour Ride, or taking part in the 20km Family Tour Ride.
The London Tour Ride takes place on the day of the finale of the Tour of Britain. It runs over two laps of a 9km circuit that starts on Westminster Bridge and will take in iconic sights including Big Ben, Whitehall, the Tower of London and the London Eye in front of an audience in excess of 120,000 fans.
The professional tour is divided over eight stages and takes in routes across the country. It begins on 12th September with a 173km race between Scunthorpe and York, and finishes on 19th September with a 92.5km lap race around London.
Exposure itself has a team of eight riders entering the 70km Challenge Tour Ride in Stoke-on-Trent and a large number of Exposure volunteers have held their own fundraising initiatives to further support The Prostate Cancer Charity.
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