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Highly Commended

Check Your Chaps

by Spink for Orchid


Summary of work

Testicular cancer is statistically the most common cancer in young men in the UK, mainly affecting those aged 15-45. Research also found that only 30% of women were confident in checking their partner for the symptoms of testicular cancer. If caught early, the disease can be 98% curable so male cancer charity, Orchid, wanted to raise awareness and educate how to perform self-checks, focusing on two key audiences: 1) young men; 2) women, to help spot the signs.

A partnership with ITV’s Lorraine show devised an educational segment called ‘Check Your Chaps’, whereby Dr Hilary Jones hosted a live testicular examination - a first for UK breakfast TV, creating headline news. Media outreach followed, with a targeted focus on broadcast to capture the attention of younger men, while regional broadcast news was a key platform for case studies, communicating the role women could play.

The result? The campaign sparked a national sensation, placing testicular cancer high on the news agenda and generating extensive national coverage. Conversations online achieved high levels of engagement, the hashtag ‘#checkyourchaps’ trended on Twitter. These conversations showed an increase in awareness - one viewer reported her husband started treatment for testicular cancer following the campaign.

Judges' comments

This was a really solid programme, based on good insights and a well thought through strategy. They nailed the social and mainstream media impact - the reach was phenomenal; trending number six on Twitter is particularly impressive. It was a massive achievement to link/partner with an ITV programme and Radio 1 and the judges loved the strapline – Check your Chaps!


Winner

#Savethemale - raising awareness and money to prevent male suicide - by Hanover Communications for CALM, Campaign Against Living Miserably


Highly commended

Check Your Chaps - by Spink for Orchid


Finalists

Tackling inequality and unmet need in organ donation among BAME populations - by MHP Communications for Kidney Research UK

Dispensing Health for Pharmacy Voice - by Salix & Co for Pharmacy Voice


Sponsors

Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.