Moobs - Male Breast Cancer Awareness

Moobs, the UK’s first dedicated male breast cancer organization, launched a campaign to raise awareness about male breast cancer. The campaign aimed to highlight the experiences of James Richards, a survivor and founder of Moobs, and educate the public about the challenges men face with this disease.

Challenge: The primary challenge was to address the stigma and lack of awareness surrounding male breast cancer. Despite being less common than female breast cancer, male breast cancer is equally serious, yet often overlooked due to societal stigmas and misconceptions.

Action: To confront these challenges, Moobs engaged with James Richards and TV GP Dr. Amir Khan to spearhead a media outreach campaign. They participated in various media engagements, including:

  • Broadcast Appearances:
    • BBC Breakfast (National): James Richards shared his personal journey and the goals of Moobs on a widely-viewed national platform.
    • BBC Radio 5 Live (National): Discussion on male breast cancer and the initiatives of Moobs, reaching a national audience.
    • BBC Manchester (Greater Manchester): Regional engagement with a reach of 190,000, focusing on local impact and awareness.
  • Regional Radio Stations:
    • Participation across various regional BBC stations, including Yorkshire, Coventry and Warwickshire, Stoke, West Midlands, Shropshire, Nottinghamshire, Derby, Herefordshire and Worcestershire, Leicester, and others.
    • Coverage on stations like Sky News Radio and Greatest Hits Radio for nationwide reach.

Impact: The campaign successfully achieved its objectives, with significant impact across several key areas:

  • Increased Awareness: The inclusion of Moobs in multiple broadcast segments significantly raised awareness about male breast cancer.
  • Educational Impact: The campaign educated the public on the realities of male breast cancer, challenging existing stigmas and misconceptions.
  • Engagement and Outreach: The media appearances facilitated direct engagement with the public, encouraging men to be proactive about their health.

Results: The campaign’s extensive media coverage and educational content effectively communicated the importance of recognizing and addressing male breast cancer. It reached a vast audience through nationwide and regional broadcasts, successfully meeting key metrics including awareness, education, and public engagement.

The Moobs Broadcast Campaign marked a pivotal step in changing the narrative around male breast cancer in the UK. Through widespread media coverage and the powerful testimonies of James Richards and Dr. Amir Khan, the campaign significantly contributed to increasing public awareness and understanding of this often-overlooked disease.

Read about this campaign in PR Week.