Sky Media and Prostate Cancer UK Partnership Launches Christmas Quiz

The festive social programme – supported by Karen Carney, Jamie Carragher, Paul Merson, Micah Richards and Adam Smith – aims to normalise conversations around prostate cancer

Prostate Cancer UK and Sky Media announced a festive extension of their partnership with a football pundit special Quizmas Cracker Christmas quiz. Together with former England stars Karen Carney, Jamie Carragher, Paul Merson and Micah Richards, the lively and upbeat quiz, fronted by Adam Smith, aims to normalise conversations around prostate cancer with sports fans. This festive edition to the year-long partnership further demonstrates the positive way Prostate Cancer UK is using its sports ties to engage with men in conversations about their health in a way they feel comfortable with. Bridging entertaining content and Christmas celebrations to dive into a dialogue around men’s health which is often avoided.

Ali Day, Director of Communications at Prostate Cancer UK, said, “Christmas is traditionally about spending time and celebrating with friends and loved ones and this perfectly rounds off our 2021 campaign. We’ve been celebrating the men in our lives and their relationships through the eyes of these men and those closest to them – their partners, their mates, their children and their family. So, this is the perfect finale.

We are delighted to be working with some household names from Sky Sports; men and women who have been at the top of their game on the football pitch and are now shining off it as pundits. Their competitive juices are still flowing, though, and that adds up to a fun, upbeat and lively campaign, but also one that continues the conversation about the dangers of prostate cancer.”

Former England, Manchester City and Aston Villa player, Micah Richards, added, “The statistic that one in four black men get diagnosed with prostate cancer is really shocking for me personally and for everyone. It’s not something I previously knew, but it’s highlighted to me just how important it is to support Prostate Cancer UK and its campaign to raise money to fund vital research to find out why some men are more at risk than others. It’s crucial that we educate men and encourage them to go to the doctors with any concerns because if you can catch it at source, it can help you in the long run.”

Sarah Jones, Director of Planning at Sky Media, commented, “The latest element of our partnership brings our football talent together for a fun and festive quiz, helping normalise conversations around prostate cancer and men’s health. We’re really proud to help shine a spotlight on such an important topic through the power of entertainment.”

Taylor Barr, Head of Sports Partnerships at the7stars, said, “We are delighted to be involved in this great partnership between Prostate Cancer UK and Sky Media once again on this exciting Christmas activation.  Strategically, this entire collaboration has been developed to normalise the discussion around prostate cancer through positive, uplifting content within the context of our audience’s sporting passions. So, there’s no better way to wrap up the year than with this festive quiz, featuring a stellar talent line up that have an open and honest conversation that help us celebrate the men in our lives and bring more awareness to Prostate Cancer UK.”

The social programme will be available on Sky Sports YouTube from the 6th of December 2021. It will be promoted through a native article on the Sky Sports website, which will be supported by promotional content across Instagram and Facebook. A 90 second and 20 second cut down advert will promote the YouTube episode on linear TV.

Brokered by the7Stars and its Supernova team, Prostate Cancer UK’s campaign was created by Sky Media and its commercial production team.

Sky Media and Prostate Cancer UK Partnership Sparks Conversation Across the Summer of Sport

As prostate cancer is the most common cancer in men, the campaign, with stars from the worlds of rugby union, football and golf, urges men to have conversations about their health with loved ones, friends and family

Prostate Cancer UK and Sky Media have announced a fresh continuation of their game-changing  partnership by celebrating the great men in our lives and encouraging men to discuss their health with loved ones.

Earlier this year, Prostate Cancer UK launched its national TV advertising campaign with Sky Media, telling men: ‘Men We Are With You’. The successful campaign led to Prostate Cancer UK seeing a 207% increase in visits to the website from people searching for information about risks and symptoms.

Continuing this journey, the leading men’s health charity now aims to develop open and positive conversations with men around prostate cancer, the most common cancer in men, by connecting across high-profile sporting moments. The campaign dives into the lives and relationships of well-known individuals across rugby, cricket, and golf; expanding on Prostate Cancer UK’s long-established profile in football.

The partnership tells the stories of famous sportspeople and their close friends and families, revealing how sport has been a key part of bringing them closer together. Kicking off the stories of solidarity, rugby fans can watch how twin brother Ben, supported two-time Lions captain, and a Six Nations winner, Sam Warburton throughout his career here.

The multi-faceted TV advertising campaign will see three bespoke documentary-style pieces of content featuring famous sport stars across Linear TV and social media. The longer three-minute versions of content will also sit across Sky Sports’ YouTube and Facebook channels, with a one-minute cutdown for Instagram and a 90” edit for TV. Native articles will also be hosted on SkySports.com.

The next phase of the campaign launches this week alongside the 3^rd Test of the England vs India cricket series.  Focusing in on England fast bowling star, Mark Wood, and his father, Derek, this content will broadcast conversations between the father and son, exploring the deep connection between friends and families. In a similar vein, the third phase of the campaign will take place in early September aligning with the BMW PGA Golf Championship and will highlight conversations between European Tour golfer, Daniel Gavins and his caddy Liam Harrison.

Running alongside these original pieces of content, an ambitious live media stunt aims to encourage audiences to share positive stories about their loved ones and men in their lives affected by prostate cancer by tweeting Sky Sports. Teaming up with Never.No’s cloud-based engagement solution, Sky Media will air these personal messages as dynamic ads during a 30” spot in commercial airtime. The dynamic ads will allow those watching the commercial break to send in messages via Twitter, which will then be broadcast in the subsequent commercial break using Bee-On technology that integrates real-time data and socially generated content. The dynamic ads will broadcast on the 28^th of August, the 4^th day of the 3^rd Test of the cricket and the 10^th September in line with the BMW PGA Golf Championship. The dynamic ads will be voiced by longtime Prostate Cancer UK ambassador and Soccer Saturday presenter, Jeff Stelling.

The partnership highlights the the importance of men’s relationships with their loved ones. Through the dynamic ads and documentary-style stories, Prostate Cancer UK and Sky Media aim to drive personal connections between men and ultimately conversations about their health and wellbeing during sporting moments, a time when men usually come together.

Ali Day, Director of Communications at Prostate Cancer UK, said: “Throughout 2021 we will engage men across the UK with our mission to engage men across the UK with our mission to tell them ‘Men, We Are With You’. Our continued collaboration with Sky Sports will allow us to reach more men and those around them – their partners, their children, their mates and their families.

“We want to be front and centre with the Sky Sports audience during this year of sport, and are excited to help them to understand the dangers of the disease through the lens of household sporting personalities.

“Throughout football, cricket, golf and rugby, we want to amplify that lifesaving messaging further. Prostate cancer is a disease affecting 1 in 8 men in the UK, and that risk doubles to 1 in 4 if you are black. To put that into perspective, that’s two men in every rugby scrum, a player in every football and cricket team. That’s simply not good enough.

“Prostate cancer is the most common cancer in men, but we want to see a world where men’s lives are not limited by the disease, and we know men and their loved ones feel the same. We look forward to continuing our thriving relationship with Sky Sports and thank them for their support in our quest.” 

Sarah Jones, Director of Planning at Sky Media, commented:
“We’re thrilled to be working again with Prostate Cancer UK to amplify their important cause. We know that sport is a key space where men unite and an ideal place to encourage talking about their health with loved ones. It’s great we’re able to expand to a wider array of sports and stories this time and introduce dynamic conversations with social content forming part of live TV creative.”

English Cricketer, Mark Wood, added:
“You make great friends through sport, in Cricket, and especially in the dressing room.  You’ve got all these guys who’ve got your back on the field and I’m sure they’d have your back off the field as well. It’s vitally important that people keep speaking!” 

Taylor Barr, Partnerships Lead at the7stars, said:
“We’re delighted to have helped our client Prostate Cancer UK extend their collaboration with Sky Media even further to build on some of the great work already done earlier this year.  Sky Sports remain a great audience fit and home for this partnership that will help us amplify this life saving message even further, and to encourage men to have open and honest conversations about their health with their loved ones.  This time around, we’re excited about the new content we’re creating with some incredible sporting personalities throughout the year, that will bring our male audiences closer to the sports they love.”

Brokered by the7Stars and its Supernova team, Prostate Cancer UK’s campaign was created by Sky Media and its Commercial Production team and runs until the 30^th September 2021.

Sky Media And Prostate Cancer UK Stand Together With Men Across The UK

With one in eight men diagnosed with prostate cancer in their lifetime, the campaign will urge men and loved ones to join the charity in its efforts against prostate cancer

“Men, we are with you”; that is the message from Prostate Cancer UK and Sky Media  in line with the charity’s national TV advertising campaign.

This year Prostate Cancer UK is urging the public to join them and help save dads, grandads, brothers, lovers and friends, from a disease that kills one man every 45 minutes in the UK. By showing the impact of the disease and the role of the charity, it aims to meet its ultimate goal to help save men’s lives.

As part of the pioneering programme, stories will be told through the eyes of men and loved ones affected by prostate cancer. The partnership takes a deeper examination of the role of support groups, including friends and family, on those diagnosed as well as the implications of the pandemic for these individuals for whom the charity stands alongside.

The multi-faceted national TV advertising campaign will see Sky Media promote the charity and its support across the Sky Sports channels through a range of creative executions, including three bespoke documentary-style pieces of content. The campaign is supported by longtime charity ambassador and Soccer Saturday presenter, Jeff Stelling, alongside Lauren Clark, widow of former England cricketer, and Sky Sports pundit Bob Willis, who passed away from prostate cancer in 2019.

The partnership will highlight the importance of men’s relationships with their loved ones. The eye-catching campaign created by Sky Media’s production team include three personal real-life journeys of those who have been affected by prostate cancer. Through these poignant stories they aim to encourage men and everyone around them to act in solidarity, be aware of their health and help raise crucial funds which will assist in the fight against prostate cancer.

One man dies every 45 minutes from prostate cancer, which is the most commonly diagnosed cancer in the UK. Men over 50, black men and men with a family history of the disease are at higher risk.  Therefore, the campaign specifically aims to reach those key demographics at risk.

The three- to five-minute-long documentaries will broadcast during editorial content on Sky Sports linear as well as being hosted on Sky Sports YouTube and native articles on SkySports.com. Cut down 20 second versions of the documents will be shared on Sky Sports’ social media, directing users to the longer versions on YouTube and SkySports.com. The first documentary aired on Sunday 24th January, with the remaining two airing in February.

Each documentary is created to appeal to different sports fans. One includes a conversation with Lauren Clark, spoken through the lens of a partner, and is hosted across Sky Sports Cricket. The additional two mini-documentaries tell three Prostate Cancer UK supporter stories, golfers Tyrone Carter and Franklyn Skinner and football fan, Errol McKellar and will be shown in The Golf Studio and Soccer Saturday respectively.

Alongside the three short documentaries, Prostate Cancer UK’s 30-second TVC launched across Sky Sports on the 25^th January and included a 10-second intro from long-serving Soccer Saturday presenter Jeff Stelling, who in recent years has helped raise more than £1m for the charity having lost friends to the disease. The advert aims to amplify the message of support, encouraging men to better understand their risk of prostate cancer. In addition, Jeff Stelling features in a bespoke 30-second TVC that are set to play during the ad breaks of three consecutive Soccer Saturday’s, beginning on the 30^th January. Jeff will continue to wear Prostate Cancer UK’s iconic ‘Man of Men’ badge proudly during Soccer Saturday and during the TVC as a show of support for the charity, bringing greater contextual relevance to the campaign.

Alison Day, Director of Communications at Prostate Cancer UK, said, “In 2021 we will tell men across the UK we are here for them. We want to celebrate men in all their glory, because tragically over 11,500 men a year die from prostate cancer and thousands of men, and their families, lives are changed forever. We believe this injustice has gone on for too long.

“Prostate cancer is now the most commonly diagnosed cancer in the UK and one man dies every 45 minutes from this disease.

“We want to see a world where men’s lives are not limited by prostate cancer and we know men and their loved ones feel the same. Together we can stop men dying, and the inspiring and thought-provoking stories of our supporters will really resonate with the Sky audience, inspiring them to take action.

“We look forward to deepening our relationship with Sky, who will offer us the perfect platform to amplify that lifesaving messaging further.”

Sarah Jones, Director of Planning at Sky Media, commented, “We’re incredibly proud to be partnering with Prostate Cancer UK on such an important campaign. It is essential for their message to cut through and connect with men and their families across the UK, and there is no better way to do this than through the reach of TV. Sky Sports and Jeff have supported the charity for a long time, and we hope the new partnership amplifies the charity’s aim to give men the support they need knowing that we’re all in this together.”

Taylor Barr, Partnerships Lead at the7stars, said, “We’re delighted to see this partnership between Sky and Prostate Cancer UK come to life, it’s an incredibly important campaign that we’re proud to be a part of.  Working collaboratively has enabled us to find the perfect platform within Sky Sports to put a spotlight on the meaningful and interesting stories of real people that have been effected by Prostate Cancer, and in turn amplify the charities lifesaving message further.”

Prostate Cancer UK’s campaign was created by Sky Media and Diagonal View and brokered by the7star’s Supernova Team. It runs until the 18^th February.