Alpaca Communications
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#MANarama

An award winning creative sport PR and social campaign that put man before van

 
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Awards:

🏆 Sport, Media and Culture Campaign of the Year [PRmoment]

🏆 Sports Sponsorship Campaign of the Year [BT Sport Industry Awards]

Campaign: #MANarama

Client: Vanarama

The campaign that put man before van. Until 2018, no English football league had ever re-branded mid-season. In September 2018, the fifth tier of English football – The Vanarama National League – became the MANarama National League after the title sponsors, the UK’s leading van leasing company, sacrificed its naming rights in support of Prostate Cancer UK.

More than 11,800 men die from prostate cancer in the UK each year – that's one man every 45 minutes. It’sthe most common cancer in men, with over 330,000 living with the disease in the UK. The emotive nature of the campaign meant that it earned attention, referenced every time the scores were read out on the radio and on the back and front pages of the tabloids.

Results

International media coverage followed with a combined reach of over two billion (over 150 news outlets reported the re-brand) including the BBC, The Sun, Daily Mail, The Mirror and the Independent. Vanarama leased 5% more vehicles than the comparable period in 2017. The MANarama campaign hit 22m social total impressions, trending organically at no.5 on twitter and received celebrity endorsement. Independent research conducted after the campaign revealed 12% of Vanarama’s target audience were aware of the MANarama initiative when prompted, with two thirds (66%) saying it improved their opinion of Vanarama.