Fundraising Campaign of the Year 2025

The BIG 180: Prostate Cancer UK, Paddy Power and the Professional Darts Corporation

It wasn't just Luke Littler who had a life-changing 2023-24 World Darts Championship (WDC). 'The BIG 180' campaign between Paddy Power, Prostate Cancer UK, and the Professional Darts Corporation hit the target – in more ways than one!

During Paddy Power’s first year as headline sponsor of WDC, The BIG 180 saw them pledge £1000 to the charity for every 180 thrown. The players landed a record total of 914, which Paddy Power rounded up to £1 million. The biggest charity donation in darts history.

The lifesaving partnership saw over 136,000 men check their risk of prostate cancer through the online risk-checker on the Prostate Cancer UK website. A five-fold increase year on year. 71% of these men were found to be at higher-risk of the disease.

The campaign gained widespread support, with darts stars, celebrities, and even Prime Minister Rishi Sunak endorsing it. New champion Luke Humphries also donated some of his winnings.

The judges said "This campaign was special for the bulls-eye precision with which it targeted its audience.  They really understood the audience, maximised on a key moment and raised a huge amount. The partner and the execution were perfectly chosen, and the results were impressive: £1m raised, 136,000 men completing the online risk checker, and huge visibility for the cause."

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