Passionate about your club? Elvis’ new campaign, for Prostate United, Prostate Cancer UK’s flagship fundraising campaign, introduces you to the club that matters more. Prostate United was founded in 2018 by Stephen Gilpin and Ross Burbeary after Stephen lost his grandfather to prostate cancer. Now in its eighth year, the challenge asks participants to walk or run every day throughout October to raise money and awareness for the disease. But with football more saturated, divided and chaotic than ever, cutting through to its core audience of football fans has become increasingly difficult.

ELVIS’s strategic insight taps into fans’ appetite to unite over a common cause. offering the purpose and collective pride they’re driven by, regardless of who they support on a Saturday. The creative idea positions Prostate United as a real football club, complete with the noise, pride and rivalry of the game, but in service of a bigger goal. Every fan, whatever their allegiance, is united against one rival that matters more than any football club: prostate cancer.

Matt Rhodes, chief strategy officer, ELVIS, commented, “Football fans understand rivalry, pride and loyalty better than almost anyone. We wanted Prostate United to speak that same language, not sit outside it. This Club Matters More gives the campaign a platform that feels genuinely part of football culture rather than a charity borrowing its imagery – and one that can grow with Prostate United over the next three years.”

This Club Matters More‘s 30-second hero film and new set of creative guidelines are designed to drive 7,861 sign-ups to this October’s Prostate United challenge and boost brand awareness among male sports fans, as the first step in a three-year strategy to grow Prostate United into a nationally recognised flagship. The approach borrows directly from football’s banter culture, and the debates over which club is biggest, whose fans are loudest, whose away end matters more – using that instantly recognisable language as the hook for the campaign’s hero film.

Accompanying the film is a set of creative guidelines to guide all future Prostate United communications, ensuring the platform stays football-native, consistent over the long term, and effective at driving fundraising.

The campaign is running across social media in the UK, supported by wider Prostate Cancer UK brand activity, and builds towards the Prostate United challenge itself in October.

Prostate United asks participants to walk, run or cycle every day throughout October, choosing a daily distance to suit their fitness level – from a 3km walk to a 25km cycle – and fundraising via a JustGiving page linked to their chosen football club or team. It has grown into the UK’s biggest grassroots football fundraising challenge, uniting fans, players and staff from clubs across the football pyramid, from grassroots sides up to the Premier League, and has helped raise over £1m for Prostate Cancer UK, winning an award at the 2025 Football Business Awards along the way.

Prostate cancer affects 1 in 8 men in the UK and is now the most common cancer in the UK, with the risk rising to 1 in 4 for Black men. On average, one man dies from the disease every 45 minutes – the length of half a football match.

Seren Evans, head of events and community fundraising, Prostate Cancer UK, stated, “What started as a football-led movement eight years ago has grown into a powerful team effort, uniting people from every corner of the football community behind a shared goal of saving men’s lives. This Club Matters More captures exactly what Prostate United is about; rivalry set aside for a cause that matters more than any result on a Saturday. Every mile covered and every pound raised helps fund more ground-breaking research and work towards a screening programme, to catch prostate cancer early and save lives.”