Marie Keating Foundation

0.5M total campaign reach

0k YouTube video views

+ 0% Increase in web traffic

0k total radio reach

The Challenge

Getting men to act, not just listen

Prostate cancer is one of the most common cancers affecting men in Ireland, yet awareness of symptoms and the importance of early testing remains low. The challenge was not simply to inform, but to cut through, with a campaign engaging enough to spark real conversations and motivate men to take action. With a modest budget and a tight September window, every channel and every placement had to work hard.

The campaign had four clear objectives: increase awareness of prostate cancer symptoms, encourage men to talk openly about their prostate health, drive GP visits for PSA testing, and boost traffic to the Marie Keating Foundation's prostate cancer information pages.

The Strategy

Humour as a health tool

Buymedia built a multi-channel strategy around a hard launch on September 9th, supported by a digital soft launch one week earlier to build initial momentum. The campaign leaned into humour, with comedian Karl Spain fronting the radio ads alongside TV personality Danny Kehoe as a deliberate creative choice to lower the barrier to a topic many men find uncomfortable to discuss.

A national radio presence was prioritised to reach men across all regions, complemented by strategic out-of-home placements in high-footfall public spaces and a strong digital layer to drive traffic directly to the Foundation's information pages. Key added-value placements were negotiated throughout, including a segment with the Foundation's Director of Nursing, Helen Forristal, on The Matt Cooper Show.

Innovation Used

Buymedia's AI-powered platform enabled precise audience targeting and real-time optimisation throughout the campaign. The strategic use of podcast advertising across multiple platforms delivered audio content to highly engaged audiences, achieving an exceptional 87% listen-through rate, well above industry norms. Negotiated added-value placements, including the Matt Cooper Show segment, extended the campaign's reach and credibility at no additional cost.

Channels Used

Radio

Digital Audio

Out-of-Home

Digital Advertising

Social

Online Media

The Results

Awareness converted into action

The campaign reached 3.5 million people nationally and drove a significant, measurable uplift in traffic to the Foundation's prostate cancer information pages - the clearest indicator that awareness was translating into genuine health-seeking behaviour.

Conclusion

The "Stand Up For Your Prostate" campaign demonstrated what becomes possible when bold creative thinking is backed by a well-executed, data-driven media strategy, and what a small budget can achieve when every euro is planned with precision. By deploying humour where others might have defaulted to gravity, and by placing the campaign across the channels where Irish men actually spend their time, Buymedia helped the Marie Keating Foundation achieve national reach, meaningful engagement, and, most importantly, a measurable increase in men actively seeking out health information.

The campaign's impact was recognised beyond the metrics, earning an All-Ireland Marketing Award shortly after its conclusion.

Buymedia's AI-powered platform allowed us to target our audience with precision and stretch our budget beyond expectations. Their deep understanding of the charity sector empowered us to achieve phenomenal results. If you want to amplify your impact while optimising resources, Buymedia is the partner you need.

Cathy Gray, Director of Communications & Public Affairs, Marie Keating Foundation

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