BIGGER 180 Encourages Men to Check Prostate Cancer Risk
We often hear about the negative impacts of gambling and sometimes even report on people’s attempts to ban the activity or severely curtail advertising and sponsorship deals. However, there can be no denying that gambling is popular and that the vast majority of people can partake in it without exposing themselves to risk. In addition, many gambling operators are keen to promote a positive image and genuinely give something back to society.
Paddy Power Takes a Bold Step with Men’s Health
However, one gambling company decided to take it a step further. Not content with just promoting responsible gambling, Flutter’s Paddy Power harnessed the power of sport to check out their health. As sponsors of the World Darts Championships, Paddy Power had the perfect platform to communicate with men. Their BIGGER 180 campaign aimed to get 180,000 men to check their prostate cancer risk and help raise over £1 million for life-saving research.
Launched at the Paddy Power World Darts Championship, BIGGER 180 encouraged men to take Prostate Cancer UK’s 30-second risk checker. Men have to answer three questions, including age and whether their father or brother had prostate cancer. As black men are more at risk of prostate cancer, they also ask an ethnicity question. Based on the answers to these questions, they determine someone’s risk and advise them on what to do next.
Big Numbers, Bigger Impact
In addition, the campaign raised over £1 million to support a ground-breaking screening trial called TRANSFORM. There is hope that this will pave the way for a nationwide program. The BIGGER 180 focus allowed the conversation to be turned to men’s health and for people to be made aware through a no-nonsense national approach. The bookmaker donated £1,000 for every 180 scored at the Championships and pledged an extra £60,000 bonus for every 9-dart finish.
Sporting Heroes Help Break Records
There were two such finishes scored at the event, which took place at Alexandra Palace, London. One was thrown by Christian Kist, and the other by Damon Heta. Their efforts pushed the total donation over the million mark. However, it was not only the money raised that was noteworthy.
Paddy Power himself declared that they had smashed the first-year total checks of 136,000.
“We’ve broken records and inspired 180,000 men to take action – but this isn’t just about celebrating milestones. Prostate cancer doesn’t stop, and neither should we. Whether you’re a darts fan, a sports enthusiast, or just a bloke who cares about his health, take 30 seconds to check your risk on the Prostate Cancer UK website. It could save your life.”
Sir Chris Hoy Joins the Mission
Olympic cycling legend Sir Chris Hoy joined the mission as Campaign Ambassador for The BIGGER 180 following his prostate cancer diagnosis in October last year. He presented both the Sid Waddell Trophy and Ballon d’Art.
Hoy had said,
“Sport has proven it can be a game-changer for men’s health. By linking something we love with something that can save lives, The BIGGER 180 has created a legacy we can all be proud of, and the huge sum Paddy Power has donated will make a big difference to the lives of thousands of men.
“It’s a huge step forward and we are now one big step closer to making a long-lasting and meaningful change to men’s health – but there’s still so much more to do.
“When it comes to their health, men go quiet. That has to change. Checking your risk takes just 30 seconds, and it could save your life.”
Charity Leaders Applaud the Effort
Director of Health Services, Equity & Improvement at Prostate Cancer UK, Chiara De Biase, added
“Paddy Power promised the BIGGER 180 would be bigger and better this festive period, and that’s proved true after a magical tournament packed with darting drama and major successes off the oche, too.”
“The BIGGER 180 campaign has had an enormous impact in making men aware of their risk of prostate cancer, and what they can do about it. That’s crucial, as this disease often has no symptoms in its earlier, more treatable stages.
“We’re absolutely thrilled to see that 180,000 people have completed our online risk-checker, many of whom are at high risk. Then there’s the incredible £1,027,000 donated by Paddy Power, thanks to the brilliance of the darts players, which will support our life-saving screening trial, TRANSFORM.
“It’s all about knowing the numbers when playing darts – and despite the breakthrough success of The BIGGER 180, we know there’s much more work to be done. There are still too many men who don’t know their risk of prostate cancer, and we need to continue raising awareness – with the incredible support of Paddy Power – until every man understands their risk of the disease and, most importantly, what they can do about it now.”
A Bigger Commitment: The Positive Impact Plan
Paddy Power’s drive to raise awareness of Prostate Cancer UK’s online risk checker and its £1m donation to the charity is all part of the Do More pillar of Flutter’s global sustainability strategy, the Positive Impact Plan. Every brand across Flutter’s worldwide portfolio is working towards giving back to communities and improving 10 million lives by 2030.
Paddy Power said: “We’ve shown that sport can change lives, but the work isn’t over. To every man in the UK: don’t let fear or embarrassment hold you back. Take the risk checker today – it could save your life.”
It is not only men’s health that Flutter wants to improve. They say that they are determined to help their customers “Play Well”, let their colleagues “Work Better”, the communities “Do More”, and for the company to “Reduce Environmental Impact” and reach Net Zero by 2035.
Their Chief Executive Officer, Peter Jackson, concludes
“Flutter is committed to leading the industry in sustainability and innovating to deliver maximum positive impact and shift public perceptions.”
A New Era of Responsible Gambling
This is part of the new wave of ethical pushes that many gambling companies have implemented. Responsible gambling companies have gone out of their way to promote safe gambling, including by promoting deposit and time limits and advising people to set themselves a budget before they start.
The general advice is that while the jackpots and odds are tempting, and while anyone can win real money at top slot sites, the most important thing is to have fun and not take it all too seriously. Ultimately, the house always wins, but if there is an improvement to the public good, even better.
These pushes from companies have shown a real want to improve their public image, while also committing to serious and impactful campaigns that have helped men’s health. The bets are off on what the next push will be, but we’re excited to see it.
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