HE PAIN OF DEALING

with a tragedy inspired the creation of this cam-paign.Talking to male friends I came to notice that cancer has affected more men than I had realised, and that a lot of these losses could be avoided if men were tested and screened more regularly. I looked around and was surprised by how little

campaigning is done around male cancers. The gap reinforced the need for such a campaign. Our objective is to edu-cate and remove the myths of check-ups through this campaign, by encouraging more men to prioritise their health and to help change the male mind set about cancer.

Sofia Davis

REETINGS. When Sofia

told me about her experience and her plans to launch a campaign I was so impressed by her pas-sion and surprised by the number of men who contract can-cer that I simply had to lend my support in any way I can to make this a successful campaign. Working

together our aim is to help raise aware-ness and encourage men to prioritise their health; encourage early detection as well as raise funds to support research into effective treatment. I am really excited to be part of this cam-paign and I hope that you will be too.

Samuel L Jackson

‘Attitude is a little thing that makes a big difference.’

- Winston Churchill

G

T

NTRODUCTION Cancer affects more men

than you realise and in a variety of ways. There are cancers that primarily affect men, testicular and prostate. However, more young men than young women suffer from: stomach cancer, lung cancer and cancer of the kidney. Men over the age of 60 have a cancer rate at least 40% higher than women. Men can even contract breast Cancer. Every year 300 men are diagnosed with breast cancer. A surprising fact to a lot of individuals, including

myself - became away of it while watching a television show. Prostate cancer is the most common cancer in British men with almost 41,000 new cases diagnosed each year, while testicular cancer remains the most common cancer in men aged 15-40. This Campaign was designed to educate men of all ages about the variety of Cancers that can affect them as well as encourage them to have regular check-ups and think about lifestyle choices that could help reduce the risk of developing cancer.

I W

“I think a lot of men who have breast cancer are very reluctant to come forward because it is a very pink world. It is perceived as a female world and men tend to shy away from that - I feel it is very important that male breast cancer is highlighted.”

Christopher Barr, Breast Cancer survivor

“Taking risks and thinking nothing bad will happen is even seen as part and parcel of being a man”

Peter Barker, Men’s health forum

HY THE CAMPAIGN IS NEEDED

Pink Ribbon and Race for Life events have helped make a significant difference in encouraging more women to get regular checks and raise the awareness of Cancer in women. There does not seem to be the same focus on Cancer in Men despite campaigns like Movember.The evidence is that men are reluctant to get tested, that they often wait till it’s too late before taking action, which severely reduces the chances of survival. [A 2009 survey for the Everyman campaign found that nearly 2 times as many women as men visit their GP; that male cancer helplines are used more by women calling on behalf of their sons, fathers or husbands.] The fact that more women get skin cancer than men but more men die from it, indicates how late men are going to doctors to seek diagnosis

followed by treatment. We recognize a number of charities and organisations working tirelessly to raise awareness of the main Cancers that affect men, prostate and testicular but other rare cancers are going noticed and with late diagnosis more people are losing the battle.With so many campaigns focused on women’s Cancers and one for men, we feel our campaign can make a real difference through helping to create a focus on male cancers exclusively.

THE CAMPAIGNOne for the boys will be an exclusively male cancer awareness platform and fundraising campaign, that will provide our nominated charities an opportunity to use our celebrity

ambassadors and events to deliver their message to a wider audience and allow us to raise vital funds to support the research, screening and treatment of Male Cancers.

This mass participation national campaign, soon to be international, will be based around

three unique events that will appeal to all demographics when it is launched in 2013.

COMMUNICATIONCelebrity Committee (Insert SJ’s image)

Celebrities are invited to be part of a celebrity committee

chaired by Samuel L Jackson that will assist in the driving of the message to a wider audience.

WEBSITEThe website will be a one-stop shop for all campaign activities

including all background Information and links to our nominated charities, partners and upcoming event. It will

include an online store, social media links and competitions.

MEDIA PARTNERSMedia partners will be

instrumental in delivering the message to a wider

audience.

A mass participation event that will focus on the benefits a healthy lifestyle can have in preventing cancer. The event will take place during the day and will feature a two-hour fitness class led by popular well-known personalities. A wide range of celebrities will be invited and the event will run from 1000 until 1600.

Laughter is the best form of medicine! This evening will feature a stellar line up of some of the UKs top comedians.

The ball will host our partners, celebrity committee and the nominated charities as well as High net-worth individuals. Guests will be treated to an exclusive dining experience from some of the country’s top chefs, guest speakers will address the cancer subject followed by a money can’t buy live

PARTNERHSIPS e seek carefully selected partners to assist with the delivery of these events to eTo ensure maximum coverage for each brand, we are promoting each event individually and seeking associated partners. Health and Fitness Club• SponsorshipTarget£375kexvat• EntryGuideTicketPrice£35Comedy Club• SponsorshipTarget£300kexvat• EntryGuideTicketprices£55&£45Campaign Ball • SponsorshipTarget£550kexvat• TieredTablePricing£5k-£10k

APRIL 2013 Campaign AnnouncementWebsite and all Social media go LivePeriodically announce talent for the Mass Participation events

JUNE 2013

Official Campaign LaunchPrint, Radio and Broadcast Interviews Merchandise goes on saleMedia activities surrounding the event count down

June 16th 2013Comedy Club and Health & Fitness Club –

Tickets Go on Sale

June 17th 2013 Announcement of the Closing Benefit Ball including Host Names and Headlining ActPeriodically announce the supporting acts

OCTOBER 2013 The Events

TIMELINE