Prostate Cancer UK launch This Club Matters More
This Club Matters More, is a new creative platform for Prostate United, Prostate Cancer UK's flagship fundraising campaign, fronted by a 30" hero film and a new set of creative guidelines.
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ELVIS has launched This Club Matters More, a new creative platform for Prostate United, Prostate Cancer UK's flagship fundraising campaign, fronted by a 30" hero film and a new set of creative guidelines.
The platform is designed to drive 7,861 sign-ups to this October's Prostate United challenge and boost brand awareness among male sports fans, as the first step in a three-year strategy to grow Prostate United into a nationally recognised flagship.
Prostate United was founded in 2018 by Stephen Gilpin and Ross Burbeary after Gilpin lost his grandfather to prostate cancer. Now in its eighth year, the challenge asks participants to walk or run every day throughout October to raise money and awareness for the disease. But with football more saturated, divided and chaotic than ever, cutting through to its core audience of football fans has become increasingly difficult.
ELVIS's strategic insight taps into fans' appetite to unite over a common cause , offering the purpose and collective pride they're driven by, regardless of who they support on a Saturday. The creative idea positions Prostate United as a real football club, complete with the noise, pride and rivalry of the game, but in service of a bigger goal. Every fan, whatever their allegiance, is united against one rival that matters more than any football club: prostate cancer.
The approach borrows directly from football's banter culture, and the debates over which club is biggest, whose fans are loudest, whose away end matters more – using that instantly recognisable language as the hook for the campaign's hero film.
Credits
View on- Agency Elvis/London
- Production Company Armoury
- Director Jesse Lewis-Reece
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Credits
View on- Agency Elvis/London
- Production Company Armoury
- Director Jesse Lewis-Reece
- Editing tenthree
- Post Production Creative Outpost
- Music Rumble/London
- Creative Ross Newton
- Producer Emily Tredinnick
- Art Director Gabriella Kohli
- Copywriter Nick Coates
- Executive Producer Matt Hichens
- Producer James McLaughlin
- Art Director Sehar Kidwai
- DP Jake Gerrard
- Editor Beth Roberts
- Post Producer Lottie Allister Crooke
- Executive Producer Caroline McNulty
- Sound Designer/Audio Mixer Dave Robinson
- Colorist Alexandre Nerzic
- Composer Oliver Mapp
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Elvis/London
- Production Company Armoury
- Director Jesse Lewis-Reece
- Editing tenthree
- Post Production Creative Outpost
- Music Rumble/London
- Creative Ross Newton
- Producer Emily Tredinnick
- Art Director Gabriella Kohli
- Copywriter Nick Coates
- Executive Producer Matt Hichens
- Producer James McLaughlin
- Art Director Sehar Kidwai
- DP Jake Gerrard
- Editor Beth Roberts
- Post Producer Lottie Allister Crooke
- Executive Producer Caroline McNulty
- Sound Designer/Audio Mixer Dave Robinson
- Colorist Alexandre Nerzic
- Composer Oliver Mapp
The hero film opens on a series of quick cuts showing different men pulling on different team shirts, before we settle on the number 45. The scene cuts outside, where the same man is now running alongside another fan in a Prostate United shirt, building pace and a flash of friendly rivalry between them, before revealing the fact that the number 45 refers to the fact that every 45 minutes a man dies. We close on the endline: Prostate United. This Club Matters More.
Alongside the film, ELVIS has developed a set of creative guidelines to guide all future Prostate United communications, ensuring the platform stays football-native, consistent over the long term, and effective at driving fundraising.
Seren Evans, Head of Events and Community Fundraising, Prostate Cancer UK, said: "What started as a football-led movement eight years ago has grown into a powerful team effort, uniting people from every corner of the football community behind a shared goal of saving men's lives. This Club Matters More captures exactly what Prostate United is about; rivalry set aside for a cause that matters more than any result on a Saturday. Every mile covered and every pound raised helps fund more ground-breaking research and work towards a screening programme, to catch prostate cancer early and save lives."
Matt Rhodes, Chief Strategy Officer, ELVIS, said: "Football fans understand rivalry, pride and loyalty better than almost anyone. We wanted Prostate United to speak that same language, not sit outside it. This Club Matters More gives the campaign a platform that feels genuinely part of football culture rather than a charity borrowing its imagery – and one that can grow with Prostate United over the next three years."
Matt Hichens, Managing Director at Armoury, stated: “Really glad we were able to help our friends at Elvis on this project. Huge thanks to Jesse who worked his magic again and massive thanks to all who supported us on this project, donating their invaluable time and skills to this worthy cause. It was an absolute pleasure working with you all. Thank you Thank you!”
Jesse Lewis-Reece, Director, shared: "It was great working with everyone on this one, really smooth process with the crew and the agency. The creative was really interesting to dig into as it was beautifully simple, but we wanted to make it engaging and even a little confrontational at the start to grab the viewers' attention.
Even to be a small part of helping such an important cause and get men talking about Prostate Cancer means a lot to me, super proud to have been a part of it."
