22 May 08

Purple Ronnie and The Prostate Cancer Charity promote co-branding drive
 for Father’s Day 2009

Purple Ronnie has always had a broad appeal. That’s why The Prostate Cancer Charity is delighted to have him as its ambassador. But his appeal is not just to the public. He is also a brand highly regarded by the licensing industry.

Now, in a unique initiative, Purple Ronnie and The Prostate Cancer Charity are inviting companies to partner with them in co-branding their products and raising awareness of the most common cancer diagnosed in men in the UK.

Licensees signing up to the campaign will be able to use the Purple Ronnie and The Prostate Cancer Charity logo on their products, and enjoy the commercial benefits of associating with a popular character and a good cause. In exchange the charity will ask for a small donation per product sold.

It’s a campaign that Ronnie and The Prostate Cancer Charity aim to get onto products and shelves in time for Father’s Day 2009, a popular time for Purple Ronnie products at retail and an appropriate one for raising awareness of a specifically male disease.

Ronnie’s appeal to men young and old is seen as a major boost in The Prostate Cancer Charity’s drive to raise awareness of the disease. And, as women often buy their partners Purple Ronnie goods, Ronnie’s involvement can help to raise awareness across both sexes.

Just in case would-be licensees need further encouragement, Giles Andreae’s cheeky and cheerful cartoon character has used his favourite mode of expression to get the message across. His poem, specially written for retailers, suppliers and all those in the licensing and branding business, goes like this:

It's best to get your prostate checked

So go on - don't be dumb

Just let a friendly doctor

Stick a finger up your ***!

Janet Woodward of Coolabi, the company that owns and licenses Purple Ronnie, says: “Prostate cancer is not easy to talk about but it can be treated if caught early. That’s why awareness is so important. Raising the issue with a bit of a smile makes it more acceptable and we feel Ronnie is the perfect vehicle to get the message across. We believe many companies will agree with us and join this unique licensing initiative.”

Denise Bailey, Corporate Partnerships Manager with The Prostate Cancer Charity, agrees. “This disease kills 10,000 men every year in the UK and yet a lot of people know little about it – but almost everyone knows Purple Ronnie. The combination of Ronnie’s cheeky humour and wide adult appeal with a cause that touches so many people is one we feel will boost awareness and be attractive to licensees. Put simply, this is a licensing initiative that saves lives.”