While the Hollard team had a set of clear communications objectives, its primary goal was to educate the general public about various male cancers, including signs to look out for, testing options, and statistics about men and boys affected by testicular and prostate cancers – and in doing so; encourage men to participate in the run.

Tribeca, together with digital communications agency Retroviral, developed a campaign to drive home messaging around male cancers, the importance of getting tested, and encourage entries into the 2016 national event. Tribeca’s core focus was traditional media support, and Retroviral promoted talkability and engagement on various social media platforms.

In just four months of making a noise about men running around town in signature Daredevil Speedos, both teams achieved remarkable results across traditional and social media platforms.

Aside from securing over 30 broadcast interviews, three front page newspaper articles and trending on Twitter on more than one occasion, the 2016 Hollard Daredevil Run campaign had South Africans talking about male cancers, how to detect them, and how to man up and take action to ensure early detection and an increased chance of survival.

“This campaign was such a great one to work on, as it offered multiple story-telling opportunities, coupled with the feel-good factor of camaraderie built by fighting a common enemy,” says Nicky James, co-owner of Tribeca Public Relations. “Our work on this campaign did more than just put a smile on our client’s faces for a job well done – having the opportunity to make a positive difference in the lives of our fellow South Africans made us smile too.”

Warwick Bloom, GM for PR at Hollard says, “The Hollard Daredevil Run is very close to our hearts and does amazing work in helping the fight against cancer. We were really excited about the exposure (pardon the pun) we received this year – there is no doubt that our core message about early detection saving lives was heard across the country. While this fun run for a serious cause is already a firm fixture in the Jozi social calendar, this year’s coverage has built momentum throughout SA and we are now well placed to make Daredevil an unmissable annual event at a national scale.”

For more information, visit www.tribecapr.co.za. Alternatively, connect with them on Facebook or on Twitter.