CASE STUDY
Phs Group -
Dispose with DignityDestigmatising male urinary incontinence with phs Group and Prostate Cancer UK
CAUSE:
For the 475,000 men living with or after prostate cancer in the UK, most will experience urinary incontinence as a side effect of treatment, some for the rest of their lives. Yet this subject is rarely spoken about. Even rarer, are facilities for men to dispose of incontinence products in public, which is causing stress, isolation, and shame.
CAMPAIGN:
To raise awareness of phs Group and Prostate Cancer UK's Dispose with Dignity campaign, we worked with 10 case studies to tell the stories of men living with urinary incontinence to help distigmatise these conversations. We also commissioned research into the topic, and created a whitepaper. This supported us when taking this issue to parliaiment, showing them the importance of the issue with our human stories combined with data, to influence change in legislation, policy, facilities and create equality in men’s washroom facilities.
IMPACT:
11,000 bins were installed across the country, with more in the works! Over 2,500 letters were written to MPs, reaching 95% of MPs, and we expect a consultation on changing legislation imminenetly. What's more, 149 of the 450 men who were directed to the online risk checker through the campaign were high-risk, meaning the comms was potentially life-saving for them. We gained over 150 pieces of coverage and the campaign delivered return on investment for phs Group of 174%. This campaign has won Project of the Year at the Business Charity Awards, Best Publication and Best Corporate Comms campaign at the CIPR Excellence Awards, as well as a silver awards for Best Consumer and Best Healthcare campaign at the CIPR Pride Awards.
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