Modern Marketing

Prostate Cancer UK aims to raise awareness of risk among black males with help of David Haye and Linford Christie

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By Tony Connelly | Sports Marketing Reporter

January 17, 2017 | 4 min read

Prostate Cancer UK has partnered with a number of black celebrities including David Haye and Linford Christie for a campaign aiming to raise awareness of prostate cancer amongst black men.

Commissioned alongside media agency The7Stars, the #StrongerKnowingMore campaign consists of localised billboard placements across London and Birmingham, both of which have high populations of black men.

Prostate Cancer UK's latest campaign features several black celebrities

Prostate Cancer UK's latest campaign features several black celebrities

The awareness drive is focusing on black men because of the increased risk of developing the disease- on average one in four black men in the UK will get prostate cancer at some point in their lives, as opposed to other men who have a one in eight chance of developing it.

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Using 185 6-sheet and 48-sheet billboard images, the heartfelt campaign will feature images of David Haye, Danny John-Jules, Chuka Umunna, Benjamin Zephaniah, Viv Anderson, Godfrey Fletcher and Linford Christie.

It will also include Errol McKellar, a prostate cancer survivor and local campaigner in Hackney who offers discounts to customers at his car garage if they go for cancer checks. Kinetic arranged an early posting of his own billboard image to one site in Hackney to surprise Errol while being interviewed about his experiences on BBC Radio 5Live.

Laura McGregor, account director at marketing and advertising agency Kinetic, said: “Working with Prostate Cancer UK provided us with the opportunity to create a memorable campaign to promote awareness of the disease while celebrating a North London hero in Errol McKellar.

“It is always a pleasure to see the impact of our work and we were delighted with how surprised and pleased Errol was seeing his billboard while being interviewed. We look forward to seeing how many more lives could be changed with this campaign.”

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