Gillette Prostate Cancer Challenge

Cause Branding

OVERVIEW	From February 2005 through September 2006, Gillette engaged Cone to develop a signature cause program to strengthen its connection and confidence with consumers. The program was designed to create enduring consumer equity among men, position Gillette as the leading advocate for prostate cancer, make a meaningful difference by increasing prostate cancer education and awareness and increase awareness of prostate cancer risks, diagnostic tools, prevention strategies and expand screenings among high-risk populations.
PROGRAM ELEMENTS	To accomplish these objectives, Cone and Gillette created an emotional branded cause program to reach not only men, but families, women and multicultural audiences. Gillette's strongest assets, including its Major League Baseball and NASCAR sponsorships, along with its advertising weight, provided an ideal platform to communicate a compelling cause program. In February 2006, Gillette launched the Gillette Prostate Cancer Challenge, the nation's first comprehensive corporate commitment to prostate cancer.
RESULTS	Social and business benefits included: 300MM media impression including coverage in The New York Times, ABC Radio, CNN, ESPN and Fox Sports Increased brand favorability among men, especially African-American men Increased intent to purchase among men, especially African-American men Increased awareness of prostate cancer among men

OVERVIEW