---
title: "Prostate Cancer UK - RAW"
description: "Prostate Cancer UK"
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> Index of every page on this site: [llms.txt](https://raw.london/llms.txt)

# Left to chance<br>debut drtv campaign

## A debut campaign that outperformed from week one.

Over £1m raised - and counting!

Beat ROI, SMS and CPA targets within first two weeks

CPA and acquisition benchmarks exceeded across channels

We helped Prostate Cancer UK cut through in a crowded market, achieving hugely successful DRTV results and developing a core proposition that could be integrated across digital, social, PR and warm supporter journeys.

## Challenge

Prostate Cancer UK had never entered the DRTV market before — and needed the confidence that their first campaign would cut through in one of the most competitive fundraising spaces in the sector.

## RAW Truth™

### Societal truth

With no screening programme, men often delay health decisions until crisis point.

### Human truth

PCUK audiences respond to clarity, proof and consequence - more than traditional charity tropes.

### Brand truth

PCUK was respected for information - but not activating urgency.

### Media truth

Without the budget to compete, creative must cut-through the crowd.

Men’s lives shouldn’t be left to chance.

## Solution

Instead of following the usual emotional formula for cancer fundraising, we built a DRTV grounded in direct clarity and urgency. A consultant speaking directly to camera; calm, unfiltered and impossible to look away from. Just the brutal odds - and a clear way to change them.

## Activation

We developed the full campaign proposition, messaging and film concept, and our in-house production team activated the DRTV. We also supported internal roll-out and integration across social media, digital and PR.

> RAW London really understood Prostate Cancer UK and what we are trying to achieve. It’s been really apparent that they ‘get’ fundraising and the results have been incredible.

## Behind the scenes

- ![Behind the scenes](<https://a2.storyblok.com/f/289672313529140/2880x1398/d15147e61e/cs_prostatecancer_55.jpg/m/1360x906/smart/filters:quality(85)>)
- ![Behind the scenes](<https://a2.storyblok.com/f/289672313529140/2880x1398/8e05c83cc1/cs_prostatecancer_2.jpg/m/1360x906/smart/filters:quality(85)>)

Related case studies

- [![This Is Hospice Care ](<https://a2.storyblok.com/f/289672313529140/2880x1398/e439aeb16b/cs_hospice_hero-1.jpg/m/1360x766/smart/filters:quality(85)>)

  National Hospice Legacy Campaign<h3>This Is Hospice Care</h3>![This Is Hospice Care ](https://a.storyblok.com/f/289672313529140/173x57/8324a143a1/logo_hospiceuk.svg)](https://raw.london/work/hospice-uk-national-legacy-fundraising-campaign)
- [![Here for Humanity](<https://a2.storyblok.com/f/289672313529140/2880x1398/ac0ee00eab/cs_british-red-cross_hero.jpg/m/1360x766/smart/filters:quality(85)>)

  Integrated DRTV Campaign<h3>Here for Humanity</h3>![Here for Humanity](https://a.storyblok.com/f/289672313529140/405x100/791a992596/british-red-cross-white.svg)](https://raw.london/work/british-red-cross-integrated-drtv-campaign)

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## Sitemap

See the full [sitemap](https://raw.london/sitemap.md) for all pages.