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Top 5 Campaign in Health & Wellbeing · October 2026
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Top 5 Campaign
Health & Wellbeing · October 2026

Iceland’s Prostate Cancer Awareness Lorry

PR Campaign
Monday 12th October, 2026

Iceland Foods and Prostate Cancer UK have put a branded lorry on the road to raise awareness of prostate cancer and encourage men to check their risk online. It will travel nationwide, with a focus on the West Midlands, where the campaign highlights higher risks for black men and the number of diagnoses made too late for a cure.

Why it worked: It turned an everyday retail logistics asset into a moving localised PSA, targeting a high-incidence region with a clear call-to-action link.

The lesson: Consider repurposing a routine, high-visibility asset to deliver a geo-targeted warning plus a 30‑second action link this week.

Iceland Foods Prostate Cancer UK
3 Sources:

Coverage over time

How this story spread across the media

Publication Headline Date
grocerygazette.co.uk Iceland partners with Prostate Cancer UK to raise funds this Father's Day Thursday 15th June, 2023
grocerygazette.co.uk Iceland execs highlight Prostate Cancer awareness Friday 13th June, 2025
thegrocer.co.uk Iceland to raise awareness of prostate cancer with branded lorry Monday 12th October, 2026
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Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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