As the official charity to the Football League, Prostate Cancer UK has launched a content-driven digital marketing campaign, targeting football fans.
The charity has been working with London-based digital agency Public Zone to bring together bloggers from 72 football clubs to create the content for the campaign.
Public Zone was briefed to develop a content strategy that leverages the League’s charity status. Throughout the season, the bloggers will promote the charity’s fundraising activities, events and competitions via their blogs, club message boards and Twitter.
Seamus O’Farrell, director of communications at Prostate Cancer UK, said: “Public Zone has delivered a campaign that will add to the innovative PR and marketing activity, which our team has planned for this very exciting partnership with the Football League. ”Our hope is that the plan to engage bloggers will help the charity engage with a younger demographic and ultimately raise further awareness of prostate cancer, the most common cancer in men.”
Players, staff and fans of each of the clubs will also undertake various activities over the course of the season to help raise awareness and money for the charity.
Joanna Shaw, head of Public Zone, added: “Prostate Cancer UK is an ambitious organisation and constantly seeks more interesting ways to connect people with its cause. By investing in a content-led campaign it has shown a commitment to driving innovation in its sector.”