Title: Manarama

Client: Vanarama

Problem: More than 11,800 men die from prostate cancer in the UK each year – that's one man every 45 minutes. It’s the most common cancer in men, with over 330,000 living with the disease in the UK.

But how do you get the attention of men to inform them about the risk of prostate cancer?

Solution: By rebranding the English Football League.

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.

The emotive nature of the campaign meant that it earned attention (with a combined reach of over two billion), was referenced every time the scores were read out on the radio and tv and made the front pages of the tabloids.