Lassoo is proud to work with a number of charities, and in this particular case, the Prostate Cancer Foundation of New Zealand. Working in collaboration with Chemistry Interaction who provided overall strategy and creative, Lassoo provided media strategy, negotiation and implementation. Together we were tasked to promote their annual appeal for awareness about Prostate Cancer via TV, print, radio, OOH and digital. Called ‘Blue September’, the campaign ran during August and September 2017. The basis of this year’s campaign was to encourage Kiwis to hold a ‘Blue Do’ event with their friends, family and community to help raise money to fight the awful disease.
2017’s campaign was the biggest yet, with at least 1126 Blue Do’s being held (over 110,000 people attended a Blue Do), and combined advertising efforts reaching over half a million people. The media approach helped double the number of people who saw the campaign without increasing spend. As a result, the charity is on track to raise over $900,000!
More about Blue September
Every year around 600 men die in New Zealand of prostate cancer. That is more than 600 fathers, sons, brothers, grandfathers – gone! This happens because men don’t know how dangerous the disease is, they don’t talk to their doctor about it, they simply don’t do anything about it. This has to stop. Deaths from prostate cancer can be prevented if the disease is detected early enough.
That’s why Blue September is about getting the word out about prostate cancer. If you buy a blue ribbon, paint your face blue, donate money to the Prostate Cancer Foundation or even tell people, you will be directly helping to lower the death rate and reduce the suffering from this disease.
The Prostate Cancer Foundation receives no government funding and we rely on the generosity of people to help us support men and their families who are going through the journey and spread the message for men to get regular checks.