Not-for-Profit
Everyman Male Cancer Campaign
CLIENT: The Institute of Cancer Research
AGENCY: STEEL
TacheBack is a quirky and highly successful annual initiative, launched in 2003 to raise
funds and awareness for the Everyman Male Cancer campaign. This enables research into
the causes of prostate and testicular cancer to improve diagnosis and treatment.
The initiative targets men across the UK to grow a sponsored moustache during
September, and raises approximately £100,000 each year.
In 2007, The Institute of Cancer Research wanted to smash the 2006 record of more
than £165,000 raised by 1,000 participants. The institute wanted to grow participant
levels and loyalty for 2007 by creating a dynamic and durable brand for TacheBack,
delivering a website to drive the activity. The site also set out to create and host an
interactive community of TacheBackers, and ultimately raise £200,000 for Everyman.
The website and a new iconic logo used classic, retro styling, the look and feel tapping
into the brand’s light-hearted nature. Steel also developed a macho campaign concept,
‘Tache Wars’, playing on men’s competitive nature.
Funds are on track to beat the target, while online registrations increased by 136 per
cent on 2006. A striking 98 per cent of participants said they would get involved next year.
The Revolution Awards 2008 39
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SPONSORED BY;
HIGHLY COMMENDED;
Christian Aid Week
CLIENT: Christian Aid
AGENCY: GT
SHOrtLIStED;
TalktoFrank
CLIENT: Home Office, Department
for Children, Schools and Families
and the Department of Health
AGENCY: I-Level
Recruitment
CLIENT: Royal Navy
AGENCY: Glue London
One Army Recruiting
CLIENT: The Army
AGENCY: Publicis Modem
Lost for Words
CLIENT: Channel 4
AGENCY: Profero
Send a Singer
CLIENT: Crisis
AGENCY: WWAV Rapp collins
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