Targeting locations where 'men already gather', the charity has partnered with the Spirit Pub Company and Drinkaware to launch the campaign in London. The Anchor Bankside recently hosted a two-week Men United Arms residency, which saw events such as pub quizzes, comedy nights, bike rides and Iron Man challenges take place in support of Prostate Cancer UK.
The Cricketer’s Arms in Widnes is the latest pub to support the cause, launching on 3 February in time for the start of the Rugby League season. Other activations are planned in Manchester, Sheffield, Newcastle, Cardiff, Exmouth and Suffolk later in the year.
Prostate Cancer UK’s experiential activity is being supported by a wider TV, print, digital, social and PR campaign, devised by creative agency Zone and designed to ‘keep friendships alive’.
Vivienne Francis, director of communications at Prostate Cancer UK, said: "We have always aspired to be where men already are, and take Men United to them. Pubs have always been a natural place for men to come together, have a chat with friends and enjoy some banter.
"The Men United Arms seemed a natural starting point for us to reach blokes on their turf, alongside our growing partnerships in the world of sport. There are others, and this is the start of a strategy to add a real experiential element to Men United, which taps into where men already ‘play’."
Jonathan Simmons, chief experience officer at Zone, added: "In the modern world, charities need to mean more and do more than pull on heartstrings to engage audiences. Just like brands, they need to provide a service, helping to make lives easier and more enriching for their audiences.
"Keeping friendships alive is great because it’s true. It’s what Prostate Cancer UK has always done - Zone are just bringing it to the fore."
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