Awareness campaign brings footy stars together to support prostate cancer
The Australian Rugby Union (ARU) and match sponsor Astellas teamed up with the Prostate Cancer Foundation Australia (PCFA) and the Australian Prostate Cancer Research group to launch a new men’s health campaign called #Pass4Prostate.
Palin worked with client Astellas and The Australian Wallabies to leverage their historic match against the USA Eagles on their way to the 2015 Rugby World Cup as the backdrop to for the social initiative which aimed to raise awareness of, and funds for, prostate cancer.
#Pass4Prostate is a global social media campaign in which participants are encouraged to post a video of themselves “throwing a football pass” on social media using the campaign hash tag to trigger donations from Astellas to prostate cancer foundations around the world.
A media relations program was rolled out on the back of the launch of the announcement in Sydney. Australian rugby union players took a break from their busy schedules to help promote and support the campaign.
Wallabies Nick Cummins and Nick White also travelled to the USA in July 2015 to promote the match and the #Pass4Prostate campaign.