What's in a name? - Prostate Cancer UK. Brand Breakfast 23 April 2015
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What’s in a NAME? CharityComms Brand Breakfast Olivia Burns
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Transcript of What's in a name? - Prostate Cancer UK. Brand Breakfast 23 April 2015
THE CHALLENGE
• 7% prompted awareness
• Lacked distinction
• Lacked credibility
• Punched well below weight
• Weren’t relevant to men
Prostate Action – unambiguously masculine
© Linguistic Landscapes 2011
Male symbol
+ ‘action’
+ fighting talk
= culturally masculine
Three years on
• 37% prompted awareness
• 20% increase in income YOY
• 29 in the Charity brand index
• Respected amongst heath professionals and the
research community
• We’re relevant to men.
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