Launched at the Paddy Power World Darts Championship, Flutter’s Paddy Power harnessed the power of sport to inspire 180,000 men to check their prostate cancer risk and raised over £1m for life-saving research.
The BIGGER 180 campaign:
- Drove 180,000 men to take Prostate Cancer UK’s 30-second risk checker.
- Raised over £1 million to support the ground-breaking TRANSFORM trial, which hopes to pave the way for a nationwide screening programme.
- Turned the country’s (bulls)eyes to men’s health, sparking a no-nonsense national conversation that couldn’t be ignored.
The second year of Paddy Power's partnership with Prostate Cancer sought go even further than last year's Big 180 campaign. At this year's Championship, as well as donating £1,000 for every 180, Paddy Power pledged an extra £60,000 bonus for every 9-dart finish at Ally Pally. There were two during the tournament, thrown by Christian Kist and Damon Heta either side of Christmas, pushing the total donation above seven figures.
Total number of men taking the risk-checker smashed the first year total of 136,000. Paddy Power himself commented: “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.”
Following his own prostate cancer diagnosis in October last year, Sir Chris Hoy joined the mission as Campaign Ambassador for The BIGGER 180 last month. And speaking at the Paddy Power World Darts Championship Final, when he presented both the Sid Waddell Trophy and Ballon d’Art, Hoy had this to say:
“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 have 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."
Chiara De Biase, Director of Health Services, Equity & Improvement at Prostate Cancer UK, said: “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.”
Paddy Power’s drive to raise awareness of Prostate Cancer UK’s online risk checker and its £1m donation to the charity forms part of its contribution to the Do More pillar of Flutter’s global sustainability strategy, the Positive Impact Plan. With every brand across Flutter’s worldwide portfolio - working towards its goals, the Do More pillar aims to give back to Flutter’s communities and improve 10 million lives by 2030.
Concluding on behalf of Paddy Power, Paddy Power himself 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.”
The BIGGER 180 may have ended, but its mission to carry on saving lives continues.
To help men check their risk in 30 seconds, Prostate Cancer UK have an online risk checker available at prostatecanceruk.org/180-risk.
For more information, please contact corporatemedia@flutter.com.
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