The Challenge

At a time when prostate cancer was dominating the headlines, the charity faced a challenge they hadn’t anticipated. Media attention was inadvertently being split between them and Prostate Cancer UK. Although both organisations play important roles, this overlap risked confusing supporters and diluting awareness. For Prostate Cancer Research UK, the danger was clear: public interest was rising, but the opportunity to engage people and guide them onto their website was slipping away.

Objectives

The charity’s goal was simple but crucial. They wanted to harness the surge of national media coverage and turn it into real engagement. By ensuring interested audiences could follow the journey from headline to website, they hoped to increase awareness, secure event sign-ups, and convert fleeting media attention into tangible support.

Our Approach

Odd Fox was brought in to act quickly. With the news cycle moving fast, timing was everything. We analysed which stories were gaining traction and predicted the keywords people would use when searching for more information. Armed with this knowledge, we built a PPC strategy designed to intercept those searches and direct people to the most relevant pages on the charity’s site.

The budget was tight — just £5,000. That meant every penny had to work hard. Instead of spreading spend thinly, we focused on high-intent keywords tied directly to the headlines, ensuring that when people were motivated to act, they landed in the right place.

The Results

The campaigns gained significant traction during the peak of media coverage, ensuring Prostate Cancer Research UK remained front and centre. Most importantly, the work translated into measurable outcomes: seven new events were secured, including one worth £25,000 on its own.

For a charity working within a limited budget, this was a clear demonstration that smart, reactive strategy could deliver outsized results. By funnelling attention from headlines into meaningful actions, the charity turned a potential setback into a major win.

Client Testimonial

"Odd Fox helped us cut through the noise at exactly the right moment. Their ability to react quickly to headlines and put our charity front and centre made a huge difference — the campaigns didn’t just bring awareness, they turned into real support and major events for our mission."

Conclusion / Impact

Prostate Cancer Research UK showed how fleeting media attention can become lasting impact when paired with the right strategy. With only £5,000 in spend, Odd Fox turned a moment of confusion into a growth opportunity, securing valuable events and reinforcing the charity’s position in the public eye.