Kick Cancer: Utilizing the Force of Football as a Catalyst to Effect Positive Change and Awareness About Prostate and Testicular Cancer in UAE and Globally

Abstract

Amount raised: Funding will be through public donation and corporates participating in campaign. Background and context: Kick Cancer, a new campaign from Shanab, a men's health initiative by Friends of Cancer Patients' (FOCP) UAE that addresses prostate and testicular cancer. Launched March 20, 2018, Kick Cancer aims to tap into the emotive force of football as a catalyst to effect positive change and awareness about prostate and testicular cancer. It highlights the importance of early detection and endeavors to eliminate stigmas surrounding both types of cancer. The campaign will run from 20 March until the 15 May 2018. Aim: The innovative and global Kick Cancer campaign aims to empower men of all ages to speak up in relation to the issue by harnessing and amplifying football's power as a force for good. Combining a relevant, purposeful and powerful social message with the influence of football celebrities to bring people together for a common cause. The campaign utilizes the power of the sport to communicate the positive message “from good football, to football for good.” Strategy/Tactics: The community is encouraged to participate in the Kick Cancer campaign and spread the message by completing the #BinChallenge. With the participation of Barcelona FC striker Luis Suarez whom participated in the campaign by starring in a public awareness ad launching the #BinChallenge. Furthermore, the F2 Freestylers are spreading the message to their substantial online following, demonstrating the #BinChallenge on their channels, which include over 7 million YouTube subscribers and 4.8 million followers on Instagram, and encouraging everyone to take part. The #BinChallenge encourages the public to kick a football symbolizing cancer into a bin, post on social media and tag three friends calling them to accept the challenge and visiting the Web site to learn the signs and symptoms of prostate and testicular cancer. Furthermore, Kick Cancer aims will have 15 school outreach programs to educate kids on the early sign and symptoms of testicular cancer and to empower their fathers to get screened and learn the sign and symptoms of prostate cancer. The school outreach program will also give the children an opportunity to do the #BinChallenge. Program process: •Press conference launch of the Luis Suarez Video and challenge - March 20, 2018 •The F2 Freestyler demonstrating the #BinChallenge to community in the UAE - March 20 until 22, 2018 •School outreach programs - April 15 until May 3, 2018 •Gala Dinner - May 4, 2018 Costs and returns: Production cost of the TV ad of Luis Suarez and marketing production costs. What was learned: Kick Cancer was launched in a movie theater as a movie premiere to release the video and challenge, where media and local social media influencers were invited to view the TV ad and meet the F2 Freestylers. It was very well accepted and adopted by Sharjah Sports Council, Dubai Sports Council, UAE FA and Proleague in the UAE.