Prostate cancer put in spotlight via bike race

The Prostate Cancer Charity is launching an integrated campaign including television, press, online and experiential activity to coincide with the Tour of Britain, the UK’s professional cycling race.

Bike race
Bike race: Prostate cancer tie-up

An animated television advert featuring the charity’s stick man logo trying to examine his prostate will run on ITV 4 every evening following coverage of the Tour of Britain, with the tagline: “If you can’t see anything, then there’s nothing to worry about.”

The campaign has been created by Exposure and, as part of the Unite ByCycling campaign, the agency has organised two events that will see amateur cyclists able to participate in the Tour of Britain for the first time.

The campaign and the two cycle events aim to raise awareness of the disease and encourage men to go for screening as well as raising sponsorship money from riders.

Celebrity supporters of the cycling events include actor Damien Lewis and former England rugby captain Will Carling.

Exposure has also negotiated brand partnerships with bike retailers Trek Bikes, Charge Bikes and tissue brand Andrex that will see experiential activity at the events. The London and Stoke on Trent events will be supported by press adverts and a dedicated microsite for fundraisers.

The professional race runs between the 12 and 19 September, and amateur events will take place in Stoke on Trent on 6 September and in London on 19 September.

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