Paddy Power Joins Forces with Chris Hoy to Fight Prostate Cancer
Paddy Power has launched a campaign at the World Darts Championship to raise awareness of prostate cancer and raise funds for research.
Chris Hoy, Six-Time Olympic Gold Medalist. Paddy Power teams up with Chris Hoy for prostate cancer campaign.
LISTEN TO THIS ARTICLE:The bookmaker has partnered with six-time Olympic gold medalist Chris Hoy to champion the Bigger 180 campaign, which promises to donate £1,000 to Prostate Cancer UK for every 180 scored during the tournament. Additionally, a £180,000 bonus will be donated for each nine-dart finish.
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Aim to Raise £1 Million
The campaign, which launched together with the World Darts Championship, has ambitious goals. It aims to encourage 180,000 men to complete Prostate Cancer UK’s 30-second risk checker and generate over £1 million to support the charity's Transform Trial, a research program focused on identifying the most effective methods to screen men for prostate cancer.
Chris Hoy, who was diagnosed with stage-four prostate cancer last year, has taken on the role of ambassador for the campaign. Hoy hopes to inspire men to prioritize their health, especially in light of statistics showing that nearly a quarter of men (23%) avoid discussing health concerns altogether.
Men are great at cheering for their team, fixing the shed, or helping their mates move house – but when it comes to their health, they go quiet. That has to change. Checking your risk takes just 30 seconds, and it could save your life.
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A History of Giving Back
This isn’t Paddy Power’s first darts-based campaign. Last year, the Big 180 initiative raised an impressive £914,000, which the bookmaker rounded up to £1 million. The Bigger 180 aims to beat this milestone by building on the momentum and increasing engagement.
By focusing on the World Darts Championship, the campaign seeks to connect with men in an environment where they feel at ease. According to Paddy Power, every 180 scored will be “another step towards saving lives”.
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